Sweet Magic

How to play Sweet Magic

The CEO highlighted the synergies between Sun International’s land-based and online operations, with the potential of capturing more of its existing customers’ online activity.

“We look increasingly at our business as one customer ecosystem or one customer platform, if you will,” he added. “I keep saying that SunBet probably wouldn’t be where it is today without a land-based business, and a land-based business probably wouldn’t be where it is today without SunBet.

“We continuously leverage off one another. Now, having said that, we know that almost all of us, or at least the vast majority of our land-based customers are playing online, but not all of them are playing with SunBet, so we see that bit as the opportunity.”

How to play Sweet Magic

“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.

For Ramiro Atucha, founder and CEO of Atucha Strategic Advisory, whether international operators can press home their scalable advantages will depend on how seriously they take localisation.

What is Sweet Magic?

Former Scientific Games veteran Chris Armes was appointed as the new executive VP of Gaming Technologies in early August. Armes is set to take up his new role in the autumn of 2026, leading Veikkaus’ technology organisation from its Helsinki headquarters. 

In July last year, Veikkaus iGaming EVP Jarkko Nordlund told iGB: “The competition will be fierce when the market opens, so we must be very competitive. Our aim is to challenge the mentality of our current position, so we need to secure market leadership.” 

According to its interim report for the first half of 2026, released this week, Veikkaus reported a 1% yearly increase in sales revenue of €471.3 million ($546.8 million).