FA CHAI: Evolving Player Preferences in Europe & LatAm

FA CHAI on Evolving Player Preferences Amid European, LatAm Expansion

James OkaforReviewed by Editorial Team·Last updated: Nov 05, 2026·3 min readAd Disclosure

FA CHAI on Evolving Player Preferences Amid European, LatAm Expansion

FA CHAI reveals evolving player preferences as it continues European, LatAm expansion

FA CHAI Gaming has watched player behaviour change a lot since it opened for business in 2019.

Sales & Account Manager Rachel Pien spoke with us live at ICE 2026. She runs through those changes: the slot games players gravitate toward, how much volatility they will put up with, and the way data gets used.

Pien also lays out how the company picks its markets as it grows in Europe and in newer growth territories across LatAm.

The ambition, though, is global. Looking ahead, Pien says regulated markets are where the company sees the clearest opportunity, wherever they happen to be. “As more markets are getting regulated, this is something we value more than just picking one specific region [to focus on].”

Watch the full video interview above.

Source: igamingbusiness.com

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James Okafor

Sports Betting Correspondent

James reports on sportsbooks, odds and betting technology, and partnerships between betting brands and sports organisations. He tracks product innovation, from in-play betting to data feeds, along with the commercial deals behind the industry's biggest sponsorships.

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