Austrian gaming company NOVOMATIC has promoted Lawrence Levy, general manager of its Peruvian subsidiary Crown Gaming Peru, to the role of senior vice president of Central and South America.

Levy has served as Crown Gaming general manager since January 2009 and has more than 33 years experience in the casino industry. His new role will see him oversee all activities in mainland South America from Mexico to the southern tip of South America, as the company aims to grow its presence in the region.

“I oversee all of our sales offices in this region as well as our casino operations and the Argentinian branch of Octavian,” Levy said. “I have also been tasked to look out for development opportunities in the region, including operations, management systems, online gaming, lotteries and VLTs.”

“NOVOMATIC clearly sees huge potential in Latin America with its diverse but developing economies that collectively show an impressive growth potential.”

The supplier already has a major presence across Latin America, with Novo Gaming subsidiaries established in Costa Rica, Guatemala and Honduras, with a regional office to be opened in Panama in the near future.

Levy also gave an update on the company’s business across the region, revealing that NOVOMATIC sees huge potential for investment opportunities in the Mexican market, once changes to the country’s gaming laws are implemented.

He named Colombia as “an extremely important market” for the company, with sales, systems and operations growth expected once full connectivity regulation is implemented by 2016, allowing AGI Gaming Colombia to benefit.

Peru, meanwhile, is another key market, with Levy’s Crown Gaming Peru active in the country as an operator and supplier. It is looking to expand its operations there, including through potential acquisition opportunities to expand market share.

Paraguay, due to its border with Brazil, is also seen as increasingly important, with a push to grow sales in the country underway.

While Levy described Argentina as the most exciting gaming market in South America, he admitted that “recent political restrictions have complicated growth for the entire industry.”