Gonzalo Pérez

Rebuilding Apuesta Total

Pérez entered the gambling industry in 2016 while managing a chain of bars that offered betting services. Instead of taking a backseat, he spent time on-site, studying player behavior and talking directly with frontline staff. This experience shaped his customer-first mindset and helped him understand the operational mechanics of betting at street level.

When Pérez joined Apuesta Total in early 2018, the company was facing heavy debt, limited digital capabilities, and no clear strategy for growth. He immediately implemented an internal restructuring, strengthened financial oversight, and set out to rebuild trust within the organization. Today, the company operates around 500 betting shops, employs over 600 people, and remains one of the top local operators in Peru’s betting sector.

Under his leadership, Apuesta Total transitioned from a traditional retail brand to a true omnichannel operator. The company expanded its online platform, introduced local payment systems such as Yape and Pago Efectivo, and launched a 24/7 “tele-services” channel that allows customers to place bets and request payouts via WhatsApp, Telegram, and Messenger.

Acquisition by Cirsa

In July 2024, Spanish gaming giant Cirsa announced the acquisition of a 70% stake in Apuesta Total. The deal was finalized in December 2024, positioning Cirsa as a major player in the Peruvian betting market. Despite the change in ownership, the company’s management remained intact. Gonzalo Pérez continued as CEO, and Apuesta Total retained full operational independence.

For Pérez, it was essential that the new majority owner didn’t impose its own structure but chose instead to understand the market through a local perspective. The acquisition provided Apuesta Total with access to Cirsa’s infrastructure and expertise while preserving its identity and decision-making autonomy. Upcoming initiatives include investment in artificial intelligence, data analytics, and continued online expansion both within Peru and internationally.

Industry Voice in the Regulation Debate

In recent years, Pérez has emerged not only as an executive but also as one of the most outspoken commentators on regulatory changes in the region. He was particularly active in the debate over the Selective Consumption Tax (ISC), which, as he argued, targeted not operator profits but betting turnover itself—potentially driving players toward the grey market and discouraging investment.

He highlighted the lack of technical preparedness among regulators, the high cost of compliance and certifications, and the unclear path to implementation. His criticism was not oppositional for its own sake but aimed at fostering a more collaborative approach. He made it clear that the industry is not trying to avoid taxation—it simply needs policies that are aligned with market realities and technological feasibility.

The Personal Side of Gonzalo Pérez

Although best known for his analytical mindset and strategic approach to the market, Gonzalo Pérez is also open about the personal side of his life. In an interview with El Comercio, he shared that he discovered a passion for cooking during the pandemic and considers his family his greatest source of pride. The three qualities he believes best define him are creativity, empathy, and a sense of humor.

In terms of sports, he prefers fulbito—a small-sided version of football popular in Peru. In his free time, he still enjoys whisky, a drink that also connects to his early business ventures.

Asked which company inspires him, he points to Amazon. If he had to sum up his outlook on both life and work in one sentence, it would be: focus on what truly matters.