For Lenin Castillo, Chief Operating Officer of Logrand Online, in order to be an effective leader in the betting and gaming industry, having a strong and understanding and relationship with your customers is paramount.
In the latest episode of the SBC Leaders Podcast, Castillo spoke to SBC Relationship Director, Kelly Kehn, about the Mexican betting market, his career and both his and his company’s approach to the industry, and specifically towards industry leadership.
When quizzed on what advice he would pass on to entrepreneurs looking to establish a leadership position in the sector, Castillo argued that it is important not to perceive customers as ‘just a number’.
“One of the things that we have learned is that you have to get to know your market and your customers – that’s so important – and align it to the strategy that you have established,” he remarked.
“Once you do that, you’re going to be able to establish projects, plans or activities that are going to add not only to the business but also to the relationship that you’re planning to have with your customers.
“If you perceive them just as a number, that doesn’t mean that you’re going to grow, but it’s not the same.”
A prominent domestic player in the Mexican gambling space, Logrand first opened a land-based casino in the city of Monterrey, Nuevo León, in 2005.
Once this foothold was established, the firm embarked on an extensive expansion and M&A strategy, opening casinos across the country over the next 12 years, before entering the online sector in 2018 with the launch of its Strendus brand.
Discussing the dynamics of the Mexican market, Castillo was asked about what level of competitiveness can be expected in the country, which is a target for international operators as well as being home to a number of well-established local brands, Logrand included.
“It’s challenging, because we have local competitors along with the big players worldwide, and they are getting to the market that is on its way to be regulated – that is one of the big steps that we’re making,” he commented.
“It’s difficult from a competitive point of view since the offering keeps on growing. It’s important for us to find our niche for the way that we’re going to differentiate ourselves, and that’s one of the main purposes of our business plan – how do we differentiate with other companies that are well known worldwide and that have a lot of experience? There’s a lot of money around that.
“We also strive to constantly innovate with our products and our service, and that’s going to be our main goal to be differentiated by service and offer a personalised service to get to know exactly what our customers need.”