Rubens Barrichello: Driving iGaming’s Future in Latin America

_{Rubens Barrichello, former Ferrari Formula 1 star, is now steering innovation in Latin America’s iGaming industry with Softswiss. (Image: Softswiss)}

Rubens Barrichello is one of the most recognizable names in the history of Formula 1 owing to a 19-year career in which he racked up a laudable record of eleven wins and 68 podiums from 326 races. 

The Brazilian even twice finished runner-up in the World Drivers' Championship standings as a member of the famous Scuderia Ferrari team while simultaneously helping it to secure four consecutive World Constructors’ Championship titles from 2000. 

The Sao Paulo native remains active in the world of competitive auto racing via the Stock Car Pro Series but surprised many last year by joining online casino and sports betting software developer Softswiss to serve as its Non-Executive Director for Latin America. Casinos.com caught up with the 53-year-old to discuss his storied career, the challenges of his latest role and his commitment to effecting positive change via iGaming.

As with many Formula 1 drivers, you began your career in the world of kart racing whilst still a very young boy. What was it about this autosport that appealed to you?

"I first got into a kart at the age of six and everything felt enormous: the roar of the engine, the blur of the track, and the rush of air whipping past my helmet. The pure connection between man and machine captivated me from my very first lap. I also remember being struck by the sound of the little two-stroke engine; it wasn’t just noise, it was a heartbeat that resonated with my own pulse. 

"Speed was contagious and I felt alive in some special way when I opened the throttle and the kart moved forward. I was still a shy little boy and was very nervous and even scared during my first race. But, I was instantly hooked when I crossed the finish line and tasted my first victory."

_{Rubens Barrichello's first Formula 1 victory at the 2000 German Grand Prix was a defining moment in his 19-year career. (Instagram: rubarrichello)}

Did your family encourage this early enthusiasm for autosport?

"My family played a huge part in my passion. My father and grandfather, both also named Rubens, believed fiercely in my talent, even before I did. They never complained when I begged to stay on the track for another hour. They also taught me that winning wasn’t everything, as it was the pursuit of improvement lap after lap that mattered most.

"By the mid-1980s, karting in Brazil was a very tight-knit community and I see those early days as pure freedom. There was no pressure, just a young boy chasing the horizon at sixty kilometers an hour and dreaming of one day going even faster."

You moved to England as an 18-year-old and were soon competing for the Jordan Grand Prix team in Formula 1. Was it always your intention to make this move and become a professional racing driver? 

"Leaving Sao Paulo for England was the only way to chase my dream of competing in Formula 1. From my karting success in Brazil, I knew I needed to be in the same place as the best teams and engineers.

"In 1990, I won the Formula Opel Lotus Euroseries in my debut season and then the British Formula 3 Championship the very next year. Every title felt like one more step towards my main goal.

"In retrospect, moving to England was both the biggest gamble and the best decision of my life. It wasn’t just about raw speed but rather about immersing myself in a culture of excellence and learning from the very best."

What other factors do you believe contributed to this rapid rise up the ranks?

"My success was also fueled by constant practice and an obsession with data. I would spend hours poring over lap times, refining braking points, and testing different setups. But talent and persistence alone aren’t enough, as you also need to have the right people around. Along my racing way, I was lucky to have engineer mentors who taught me how to interpret telemetry and get the most out of a car. 

"Equally important was the mindset. I approached each race weekend with a ritual. I would visualize every corner and every gear change and remind myself that nerves are simply a sign that you care. That inner calm and the confidence to push beyond limits caught the eye of Eddie Jordan, who signed me for my Formula 1 debut in 1993."

Did this approach change when you later competed for storied Formula 1 teams such as Scuderia Ferrari and Williams Racing?

"Racing for Scuderia Ferrari and Williams Racing was an incredible privilege but it also brought very specific challenges. At Scuderia Ferrari, for example, I was alongside fellow driver Michael Schumacher in an extremely competitive structure with huge pressure to win every race. 

"I dealt with sky-high expectations both internally and from the public and that demanded a lot of mental preparation and resilience. 

"The challenge was different at Williams Racing. It is a team with an amazing history but at that time it did not have a dominant car. So, the focus was on getting the absolute most out of the equipment, motivating the team, and fighting for results, all while knowing a title fight wasn’t realistic.

"In both cases, I learned a lot. Whether fighting for first place or battling for every single point, the most important thing was to keep the motivation, the work ethic, and the team spirit."

You joined Softswiss in April of 2024 to serve as the firm’s Non-Executive Director for Latin America. Can you tell us why you decided to partner with this iGaming innovator?

"When Softswiss approached me at the beginning of 2024, I saw a unique parallel to racing. It was a high-tech company pushing the limits of innovation, strategy, and teamwork. I’d spent my life in high-pressure environments and here was a chance to apply that experience to a very promising sector.

"What attracted me most was its visionary mindset. Joining Softswiss felt like hopping into the cockpit of the industry leader rather than just another boardroom seat. In racing, success comes from uniting the precision of engineering with the driver’s talent. In Softswiss, I found the same combination of innovation and human insight and I was eager to help drive it forward."

Were you excited by the challenge of joining an iGaming firm? 

"Yes, this challenge excited me. Latin America’s iGaming market is on the brink of explosive growth but navigating local regulations and cultural nuances requires more than technical know-how; it demands authentic relationships and trust. 

"My role, I believe, is to be that bridge and use my public profile and network to open doors while working with the Softswiss team to adapt best practices to the region."

How did your friends and family react to your decision to partner with Softswiss? 

"The reaction of my friends and family was a mixture of curiosity and excitement. Some of them were also surprised, as the move represented quite a shift from the world of racing. But, they soon got behind my decision when I explained the vision behind it; that it was about more than just gaming and represented technical innovation, strategy, and generally building something meaningful in Latin America.

"Like me, both of my sons are very tech-savvy and thought it was a cool move. My close friends said it made sense because they’ve always seen me as someone who loves a challenge and doesn’t turn away from learning something new. That kind of support gave me even more motivation to do well and help Softswiss grow in the region."

_{Both of Barrichello’s sons have taken up racing, and like their father, they are tech-savvy and supportive of his move into iGaming. (Instagram: rubarrichello)}

What did you know about iGaming before getting involved with Softswiss? 

"I had a passing acquaintance with iGaming before joining Softswiss. Like many people, I’d visited online casino sites and seen sports betting ads but I wasn’t an active player. I’m more of an offline player, as, besides racing, my other passion is golf. So, while I occasionally tested the waters of sports betting for fun and to fuel my excitement while watching, I was never a heavy casino player. 

"However, I have always been a strategist, on and off the track. What fascinates me about the iGaming industry is the technology behind it, including the platforms that deliver thousands of live games and the data analytics driving personalization.

"I now additionally have an opportunity to promote responsible gambling and use my voice to encourage balance and awareness rather than the chasing of winnings. Softswiss’ focus on responsible gaming and player protection aligns with my own values."

Softswiss closed out last year by having its Game Aggregator solution authorized for use by iGaming operators catering to aficionados in Brazil. How have you been helping the company to promote its solutions to those in this newly opened market?

"My mission is to increase awareness among local operators, regulators, and developers. I’ve joined Softswiss at key industry events such as this year’s SiGMA Americas exhibition, where I took to the stage to share how lessons learned from my racing career can help firms to succeed in business.

"Behind the scenes, I’ve hosted roundtables and community meet-ups in Sao Paulo to help connect Softswiss with Brazilian studios and iGaming influencers. Through meaningful conversations, I translate the “language” of Formula 1 teamwork into the iGaming context, helping local stakeholders see how the company contributes to player engagement and operational efficiency."

_{“My mission is to increase awareness among local operators, regulators, and developers,” said Rubens Barrichello at SiGMA Americas 2025, where he shared how lessons from his racing career can help iGaming firms succeed. (SOFTSWISS)}

"Moreover, I regularly advise business development managers at Softswiss on cultural nuances and regulatory priorities in Brazil. Combining my public persona with direct introductions has opened doors with key operators who might otherwise overlook a European provider. So, I bring a kind of “authentic voice” to Softswiss’ Latin American presence."

Can you give an example of some of these ‘cultural nuances’? 

"Latin America and Brazil in particular, has its own rhythm when it comes to doing business. Unlike Europe or North America, where regulations are often well established, here we are dealing with emerging frameworks that evolve quickly and vary from state to state.

"One cultural nuance is the value of trust and personal relationships. In Brazil, business decisions are often based on genuine human connections rather than numbers on a presentation.

"With Softswiss, I’ve helped promote transparent dialogue with local stakeholders to ensure we speak the local “language” both literally and culturally. It’s all about balancing technical innovation with cultural sensitivity, which is something I learned on and off the track."

What are your goals with regard to increasing Softswiss’ Latin American footprint? 

"My goal is to help Softswiss become the most trusted and locally tuned iGaming partner in Latin America. That definitely means working on new certifications beyond the ones we already have in Brazil and Peru. Right now, we’re looking closely at markets like Argentina, Colombia, and Mexico. At the same time, we’re focused on building strong and lasting relationships with local regulators and operators.

"However, for me, success isn’t just about getting licenses and certifications. It’s really about how well we connect with the community. It’ll be a real win if local operators start choosing Softswiss not just for its tech but because they feel heard and understood. 

"I also want to see our presence in Brazil grow in a way that supports responsible gaming and player safety. When we see more adoption from solid reputable clients and great feedback from our partners, I’ll know we’re moving in the right direction."