Passing through Spain in early September, at the very start of the season and after an intense Zitro Experience tour across Latin America, Johnny Ortiz welcomed Jacqueline Mecinas at the company’s Madrid headquarters.
With his trademark passion and energy, the founder of Zitro spoke about the company’s leadership in Latin America, its solid expansion in the United States, and the upcoming major reveal at G2E Las Vegas, ahead of ICE Barcelona 2026, where he promises the industry will witness a true global breakthrough.
Jacqueline Mecinas: We are starting the season in September after a Zitro Experience in Mexico and Paraguay — the very first time in Paraguay, I believe.
Johnny Ortiz: Yes, Paraguay for the first time, also Mexico, Peru and Argentina. We do Zitro Experience events in all of them. And how was it? Spectacular. The turnout was wonderful, we have a very strong pulling power, so everyone comes to our events. And we can’t forget that in Latin America we are the number one provider, by far.
Jacqueline Mecinas: How do you think the market and clients perceive Zitro?
Johnny Ortiz: As a highly innovative and technological company, and at the same time as a supplier that understands the issues in each country. In our sector, something always comes up sooner or later, and we are always there with the client, understanding regulatory or tax changes. Look at Argentina… what a problem it was. Now, with Milei, things have improved a lot. In both good times and bad, we stand by all our clients. That matters a lot, because it becomes not only a commercial relationship, but also a friendship. We are always side by side with our clients.
Jacqueline Mecinas: Do clients wait for Zitro’s product launches as a way to recover, to keep pushing their business? Are you indispensable?
Johnny Ortiz: Look, no company is indispensable. But today, let’s also talk about Spain: any gaming hall without our machines has it tough, because we have the best games. We are market leaders in Latin America and also in Spain. By the end of this year, at our Barcelona technology campus we will have 1,000 people. And in India, 200. A battalion of people working to deliver more and better games. At Zitro it’s not about quantity: I’d rather release 50 games and have 45 perform well, than put out 200 and only 5 succeed.
Jacqueline Mecinas: Let’s talk about Las Vegas. You’re very focused there this year…
Johnny Ortiz: Yes, with the Las Vegas show, but more importantly with the U.S. market. We already have nearly 150 licenses. […] We became number one with Zitro’s CONCEPT cabinet in the recent Eilers Fantini 2025 Cabinet Performance Report for the U.S. That makes us very proud. Because, believe me… it’s easier to open a bank in the United States than a gaming company. Compliance is extremely tough, not only for the company but also for all its staff.
Jacqueline Mecinas: And Asia?
Johnny Ortiz: We attend trade shows, we’ve already entered the Philippines market and we’ll try to expand further. As of today, we’re in 51 countries.
Jacqueline Mecinas: What about Brazil?
Johnny Ortiz: Will it open? Yes. When? I don’t know. But we will be market leaders there, without a doubt.
Jacqueline Mecinas: How is Zitro doing in the digital market?
Johnny Ortiz: We’re always in the top 3. If we’re not number one, we’re two or three. Always on the podium. We only do B2B, not B2C, and we’re doing quite well.
Jacqueline Mecinas: There’s been striking news: the appointment of Javier Gómez as head of institutional relations.
Johnny Ortiz: Yes. Javier is a great professional, with experience from the regulatory side. Now, from the business side, he realizes that most companies in Spain operate very well. He will be director of certifications and institutional relations. It’s important to have someone dedicated to that, paying attention.
Jacqueline Mecinas: A new chapter at Zitro as well, since Manuela is no longer there.
Johnny Ortiz: We miss her tremendously. Zitro in Spain would not be what it is without Manuela and without the team. Our turnover rate at Zitro is low, because people find a very good work environment. We hold parties, give awards, bonuses… people are happy.
Jacqueline Mecinas: Zitro has a very strong personality among its employees.
Johnny Ortiz: Manuela used to say something true: when someone joins Zitro, they either become Zitro or they don’t stay. It’s about carrying Zitro in your veins.
Jacqueline Mecinas: And Zitro in Torremolinos, how will it be…
Johnny Ortiz: We’ll present a wave of new games. But the big impact will come at ICE Barcelona: we’re going to leave everyone speechless with two innovations that will surprise the entire market.
Jacqueline Mecinas: Zitro has a very successful conceptual line.
Johnny Ortiz: Of course. When someone buys a Zitro cabinet, it lasts for many years. Many companies force you to buy a new cabinet to play new games. We think like operators, not like manufacturers. All countries love our machines — the light shows, the graphic quality, the sound… You know our sound studio in Barcelona: better than 90% of Spain’s radio stations. We combine graphics, cabinets, sound, and math — and that makes success much more likely.
Jacqueline Mecinas: I’m impressed by how you manage to give personality to your games, to make them so recognizable… like Zitro’s “frogs.”
Johnny Ortiz: The glory must be shared with the team. Every achievement comes from collective effort, from the creativity born in brainstormings, and from the union of diverse talents we have at Zitro.
Jacqueline Mecinas: So, will Las Vegas be a preview of Barcelona?
Johnny Ortiz: Yes, there we’ll unveil the first of the two innovations. At ICE Barcelona we’ll launch the other. Our stand will be spectacular.
Jacqueline Mecinas: How does Zitro approach compliance policies in Europe?
Johnny Ortiz: It has nothing to do with the U.S. There they need to know even where my grandparents were born, your entire financial life. It’s a heavily supervised and controlled sector. Zitro is one of the few large companies that isn’t listed on the stock exchange, and we have no plans to go public in the next ten years.
Jacqueline Mecinas: And CSR in Europe?
Johnny Ortiz: More than ten years ago Zitro voluntarily adopted measures in this field. When regulation started to be established, we had already taken much of that path, and today we can proudly say we comply 100%. We have a dedicated team exclusively focused on these issues, which are a priority for us.
Jacqueline Mecinas: I think you’re one of the few leaders who doesn’t talk politics.
Johnny Ortiz: It doesn’t make sense. We’re in 51 countries. Politicians are around for 4 years, I’m here for life. I don’t care who governs: I just want to work honestly.
Jacqueline Mecinas: So, going back to the Expo Congreso de Torremolinos, which is the most immediate, what’s your slogan for this edition?
Johnny Ortiz: A wave of new products.
Jacqueline Mecinas: Will you be there? People miss you…
Johnny Ortiz: Yes, but I can’t be at all of them. I only attend three shows a year for sure.
Jacqueline Mecinas: People like to see you.
Johnny Ortiz: Yes, but sometimes I prefer to visit clients outside of trade shows to spend more time with them.
Jacqueline Mecinas: You transmit a lot of energy.
Johnny Ortiz: I have a lot of energy, and the team feels it.
18+ | Juegoseguro.es – Jugarbien.es
