It was impossible to miss the number of electronic bingo terminals at last year's Latin American Gaming Exhibition in Mexico City, Mexico, nor could you ignore exhibitors' belief in the potential of the local market.

Creating a sub-genre all of their own, what have become known as Latin bingo machines are simply electronic bingo terminals played in this particular part of the world. The demand for such games has prompted many video reels providers to diversify and develop bingo machines and offer them to casinos, where in some cases they account for 50 per cent of the gaming floor.

One of the pioneers of Latin bingo machines is Spanish manufacturer Global Zitro, and the company believes its products have become synonymous with the game.

"More than 10 years ago we developed an original concept for a bingo machine that has proved to be successful all over the world," Zitro told InterGaming. "This type of machine has stood the test of time and after different changes has become what everyone calls ‘Latin Bingo’."

The majority of games feature 60 balls but there are a few on the market that include 75 or 90. Essentially the game is based on its more traditional predecessor but, as the company explains, electronic terminals offer players much more exciting features.

"Unfortunately, traditional bingo games are no longer attractive or fun," Zitro said. "We have dispensed with pieces of paper in favour of screens, new graphics and spectacular sounds.

"All this linked to the cabinet’s comfort and the amount and frequency of prizes attracts the players to the machines."

Zitro’s commitment to developing new bingo titles is aimed at ensuring it meets the requirements of a broad range of players.

"Since creativity is Zitro’s biggest strength, we have developed more than 100 different types of games aimed at attracting middle-aged men and women, traditional bingo players and also younger people who are more used to new technologies," the company continued. "Zitro has also pioneered the revolution in technological advances for this kind of machine with new platforms  such as Blackwave, Electronic Bingo, Air Cash and WAP."

Of course, the markets in Latin America have reached varying degrees of maturity and rules on the types of games permitted are not always especially clear. When Brazil closed its doors to gaming, one of the largest markets for electronic bingo in the region effectively disappeared.

However, the loss was mitigated by the growth in demand in Mexico, which has fast become one of the most important gaming markets globally.

"Yes, of course, there are many legal obstacles but every year we find new openings when the authorities become confident after understanding our products better," said Zitro. "We are ready for any market that may launch a legal framework to allow us to install our machines. In our brand, there are no limits in the creation of new products. We innovate constantly and for this purpose, our R&D department works very hard day after day on the creation of new products, management and progressive systems, that will, no doubt, fulfil any requirement from any government."

First published in the March issue of InterGaming.