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“At a break or at half time you see 10 to 20 [gambling] adverts,” he says. “It’s come to a point that oftentimes I even hear my kids singing [gambling adverts]. They’ll just keep asking, ‘But Daddy, what is this? What does this mean?’

“Our position is unequivocal. Betting is an adult activity. Operators must maintain effective age verification, marketing must not target or appeal to children and regulators; parents, schools and communities must reinforce the same message.”

As part of Africa Safer Gambling Week, the AiA has also focused on the illegal market, with Kesitilwe highlighting that offshore operators are harmful for player protection.

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“We’ve realised we’re going to be part of it,” Grenstad says.

The increase in capacity is also changing how Cubeia organises its development team. The company is experimenting with a rapid-response team focused on smaller customer requests and incidents, alongside another team working on larger projects and the longer-term roadmap.

The current teams have five and eight people, but Grenstad believes they could eventually become much smaller.

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He views the Peruvian market as “quite polarised” with a few operators, including Betsson, dominating the market and the rest playing catch-up. “I think competition has already evolved,” he says. “We have seen fierce competition.

“We have been there for a long time and we have our positioning quite cemented. [But] we need to look at ourselves and keep improving, keep embracing the Peruvian culture and the way we fit in the market by applying a localised approach.”

As seen in many markets, especially in LatAm, local Peruvian brands and their cultural knowledge are facing competition from international operators that often bring bigger scale in terms of technology and capital.