How Alfred Barias is building leadership and trust in the Philippine gaming industry
SiGMA Magazine Issue 38 features an in-depth interview with Alfred Barias, the Philippines Country Manager at Zitro International S.a.r.l. He shares his views on leadership, trust, and growth in the fast-changing Philippine gaming industry. The feature, published during BiS SiGMA South America 2026, shows how Zitro’s success in this complex market comes from building trust-based relationships, not just focusing on numbers.
The conversation focuses on how Zitro entered and grew in the Philippines, a market with changing rules, different customer tastes, and tough competition. Instead of using a standard approach, Zitro built strong local partnerships, put customer service first, and made sure to follow local regulations. As Barias says, “Building relationships is far more important than money or fame.”
Growth and expansion: Zitro’s strategic push into the Philippines
Zitro took a careful approach when entering the Philippine market. Barias explained, “We started installing eBingo machines here in the Philippines in 2013, although we had been building our presence in the region since 2010.” This plan helped Zitro grow quickly, especially when they started supplying slot machines to local casinos. At the Manila Jockey Club, Zitro’s machines soon became top performers, even though fewer people were visiting the venue.
Barias recalls, “When we went live, we reached almost 300% of the casino’s floor average.” This strong performance was better than expected and led to faster machine purchases. Now, Zitro’s products are known for being reliable and innovative, which has drawn interest from bigger operators and integrated resorts throughout the country.
Leadership based on relationships: The key to sustainable success
For Barias, leadership is more than just business results. It means building lasting relationships. “Building relationships is far more important than money or fame,” he says. He believes good customer service starts with a team culture based on respect and care. This approach helps his team serve clients better and build long-term loyalty.
Barias’s way of leading has helped Zitro grow in the Philippines and around the world. Zitro is strong in Mexico, Europe, and Latin America, and the Philippines is an important link for expanding into Asia. “Our biggest markets are Mexico, Europe, and Latin America,” Barias says, noting the company’s strong position in eBingo and slot machines, especially in Mexico.
Innovation and longevity: Zitro’s commitment to the future
Zitro’s commitment to product innovation ensures that its machines remain competitive. Zitro keeps its machines competitive by focusing on product innovation. Barias says, “Customers don’t have to worry about getting machines from Zitro because there is a roadmap that will be available now and in the future.” The company keeps updating its products, from Bryke and Glare cabinets to the Concept and Fantasy series, showing its commitment to meeting operator needs and staying up to date. Digital, offering online gaming solutions that mirror its offline success. With technology and teamwork at the core of its strategy, Zitro continues to grow, with Barias looking forward to further expanding the brand’s global reach. “Sometimes I think about how we started later than others, but with the technology and team we have, we’re all focused on making Zitro bigger than ever,” he affirms.
Looking ahead
As the BiS SiGMA South America 2025 now finished, attention turns to SiGMA’s Global Tour 2026, which will bring international summits to important markets around the world. These events will keep the focus on innovation, regulation, and sustainable growth in gaming. Next up is SiGMA Asia, happening from November 31 to June 03, 2026. Join us to help shape the future of the global gaming industry.
