SkillOnNet Expands in Mexico, Launches BacanaPlay in Portugal

SkillOnNet has strengthened its presence in the Latin American market through a new phase in its partnership with Light & Wonder and ELK Studios, bringing a fresh array of slot titles to players in Mexico. This strategic move supports the company’s goal of offering premium online casino experiences across regulated markets.

Mexican players can now explore a rich library of content on Spanish-language brands operated by SkillOnNet, including the popular PlayUZU. The rollout includes fan-favorite games from Light & Wonder such as Dragon Train, Double Dragon, and Stargate Megaways, alongside top ELK Studios releases like Nitropolis and Tinkerbot.

ELK Studios, acquired by Light & Wonder in 2021, is widely recognized for its distinctive game mechanics like X-iter and CollectR, which blend innovative features with storytelling flair. Together, both studios bring a compelling mix of excitement and gameplay variety to SkillOnNet’s local platforms.

Jani Kontturi, Head of Games at SkillOnNet, expressed enthusiasm about the launch: “We are delighted to bring Light & Wonder’s and Elk Studios’ superb portfolios to our Mexican customers. Both studios have a strong reputation for developing world-class content, and their games have already proven to be hugely popular in other markets. By strengthening these partnerships, we continue to offer our players in Mexico an unmatched gaming experience with top-tier titles.”

Light & Wonder’s Commercial Account Director, Jack Riley, echoed the excitement: “It’s great to build on our highly successful partnership with SkillOnNet, enhancing our shared commitment to delivering high-quality, immersive gaming experiences. Through this expansion, we’re ensuring that more players have access to the rich variety of games that have made Light & Wonder and ELK Gaming leaders in the industry.”

Portugal Marketing Push: BacanaPlay Enlists TV Star Ljubomir Stanisic

In a separate major move in Europe, SkillOnNet has kicked off an ambitious TV and billboard campaign in Portugal to promote its BacanaPlay brand. The campaign stars the charismatic celebrity chef Ljubomir Stanisic, known for his role on hit shows such as Hell’s Kitchen Famosos and Pesadelo na Cozinha. With the rallying tagline “Dá um play na vida,” which translates to “Press Play on Life,” the campaign aims to inject energy and cinematic flair into BacanaPlay’s image.

The centerpiece of the television ad features Stanisic escaping the chaos of his restaurant kitchen and landing in a Western-style saloon via BacanaPlay’s mobile platform. In a dramatic slow-motion scene filled with cards and chips flying midair, the ad emphasizes BacanaPlay’s message of spontaneous fun and immersive escapism.

SkillOnNet’s Portuguese Country Manager Pedro Garcia explained the intent behind the marketing blitz: “With this campaign, we wanted to show that BacanaPlay isn’t just a gaming platform — it’s a mindset. It’s about stepping out of the everyday and into something more exciting, more cinematic. ‘Dá um play na vida’ is our way of saying ‘live boldly, have fun.’ Ljubomir was the perfect choice — he’s fearless, he’s intense, and he knows how to turn life into an experience. That’s exactly what BacanaPlay is all about.”

The campaign includes a combination of TV advertising and a strong Out-of-Home (OOH) presence with billboards in key metropolitan locations. It builds upon earlier promotional efforts that have contributed to BacanaPlay’s success since its launch in 2020.

Strategic Expansion in Two Key Markets

With the dual rollout of new games in Mexico and a high-visibility brand campaign in Portugal, SkillOnNet continues to drive forward its strategy of local market engagement through customized content and targeted promotions. The integration of popular international titles and recognizable local figures reinforces its role as a major global player in the regulated online casino space.

Source:

SkillOnNet Strengthens Mexican Market Offering with Light & Wonder, Elk Studios, skillonnet.com, April 24, 2025