Atlaslive brings information, filled with figures, metrics, and comparisons with the Latin American region in general, to showcase the unique position of Mexico and its rapid growth potential in the igaming sector.
Opinion.- The igaming market in Mexico offers an attractive mix of cultural richness and regulatory evolution. Gambling has been part of Mexican culture for centuries, and the country's online gaming regulatory framework has evolved to meet the demands of today's players.
It was not until 2004, with the approval of the Federal Law of Games and Draws, that online gambling was officially allowed, leading to legal online casinos and sports betting. This regulatory change paved the way for both national and international operators to enter the market, although Mexico still maintains some restrictions, which you can learn more about in the article.
Currently, the Mexican igaming market is one of the largest in Latin America, with a growing demand for both online casinos and sports betting. Despite the regulatory framework, Mexican players prefer "sportsbooks", especially during major football events such as Liga MX matches and international tournaments.
Atlaslive continues to delve into market studies, and this time focuses on the vibrant igaming market in Mexico. The article gathers valuable information, filled with figures, metrics, and comparisons with the Latin American region in general, showing Mexico's unique position and its rapid growth potential.
Atlaslive sees this as an opportunity not only to cater to these popular trends but also to offer operators customizable igaming solutions that meet both player expectations and regulatory requirements. By balancing innovation with regulatory compliance, Atlaslive ensures a safe and attractive experience tailored to the Mexican market.
To better understand the trajectory of the Mexican market, it is important to focus on the data and delve into key metrics that shape the future of igaming in Mexico, including total revenue projections, average revenue per user (ARPU), and market penetration of major categories.
Regarding total igaming revenues in Mexico, the market will maintain a steady upward trend. As shown in the following chart, total revenues grew from $2.05 billion in 2022 and are projected to reach $3.7 billion by 2028. This growth is primarily driven by sports betting and online casinos, reflecting the growing engagement of Mexican players with online platforms.
The continuous increase in revenues points to an expanding player base, as well as increased spending per user, especially in sports betting. This growth aligns with global trends, as more and more consumers switch to digital forms of entertainment, supported by the increasing accessibility of mobile devices and improved internet infrastructure.
An essential part of the overall story for Mexico's igaming market is the percentage change in revenues, which offers a clear picture of how quickly or gradually the market is expanding. As shown in the chart, the market experienced its most significant growth between 2018 and 2021, reaching a peak of 18.61 percent in 2021. This peak was driven by the global shift to online platforms during the pandemic, when players increasingly turned to digital entertainment options.
However, as the market matures, growth rates are naturally expected to decrease. By 2028, the growth rate is projected to stabilize at 5.87 percent, indicating that the initial boom in user adoption and spending has stabilized. While this suggests that the market is maturing, it also highlights the need for operators to focus on retention and improving player acquisition strategies to maintain growth.
This shift from rapid expansion to steady growth is an opportunity to capitalize on player loyalty programs, gamification, and innovative product offerings to maintain a strong position in the market. The technically flexible igaming platform of Atlaslive can help adapt to these changes and respond to the emerging needs of both players and operators.
With total igaming revenues in Mexico on a constant rise and the market growth rate normalizing, the country remains a lucrative and dynamic space for operators willing to adapt and innovate with customizable technological capabilities. Atlaslive continues to offer cutting-edge and flexible solutions designed to address this changing dynamic.
The average revenue per user (ARPU), "Average Revenue Per User," tells another compelling story about the contribution of individual players to the market. For online sports betting, despite a drop from $526.8 in 2017 to $434.3 in 2023, the ARPU is expected to rise again, reaching $524.2 by 2028. This recovery highlights the resilience of the sports betting segment and reflects a broader trend of increasingly engaged users making higher-value bets.
Conversely, the ARPU for online casinos has seen steady growth, moving from $102.1 in 2017 to $216.3 by 2028. This steady increase suggests that online casinos are attracting more serious and higher-spending players, likely drawn by a wider range of gaming options and improved user experiences. The ARPU for online lotteries, although more stable, maintains lower figures compared to other categories, which could be attributed to its more casual player base.
Perhaps the most revealing metric is the penetration index, which reflects how widespread each category is among the Mexican population. The penetration of online casinos is expected to continue its impressive rise, from 1.24 percent in 2017 to 4.30 percent by 2028, outpacing the growth of other categories. This indicates a growing appetite for casino games, likely driven by their increasing popularity among a broader demographic.
Meanwhile, online sports betting is also on a steady rise and is expected to reach 2.40 percent by 2028, reflecting its strong ties to the local sports culture, especially during major football events and international tournaments. Online lotteries, while having the lowest penetration, remain stable, with a projected growth of 2.81 percent by 2028, underscoring its presence in a specialized but steady market niche.
In the rapidly growing Mexican igaming market, the increase in ARPU and the expansion of penetration rates show clear signs of player engagement and a growing audience. Atlaslive, the dynamic igaming platform, knows how to help operators capitalize on this growth with flexible solutions that adapt to market trends and local regulations.
Mexico, with a population of about 130 million and a high urbanization rate of 81.6 percent, is a young and rapidly growing market for digital entertainment, including igaming. The country has one of the youngest demographic profiles in the world, with an average age of 30.8 years. These factors contribute to making Mexico one of the leading contenders in the global igaming market and one of the top countries in terms of monthly visits to casino websites. This combination of youth, urbanization, and a tech-savvy population makes Mexico an incredibly fertile ground for the growth of online gaming.
When assessing igaming players in Mexico by category, it is clear that online casinos are poised for significant growth. In 2017, there were 1.5 million online casino players, and this number is expected to quadruple by 2028, reaching 6 million. This reflects a growing interest in interactive and immersive gaming experiences offered by casinos, likely driven by technological advancements such as mobile gaming and virtual reality, which continue to make casino gaming more accessible and appealing to a wider audience.
Revenues from online casinos are expected to increase parallel to this growth, moving from $16 billion in 2017 to $1.29 billion by 2028, demonstrating the growing purchasing power of Mexican players. Historically, the appeal of casino games in Mexico dates back to its rich cultural traditions of games and competitions. Today's players combine this historical love for gambling with modern conveniences and accessibility to different gaming platforms.
Online sports betting, another category with deep cultural roots in Mexico, particularly in football, shows consistent growth. In 2017, there were 1.5 million sports bettors, a figure that is expected to more than double by 2028, reaching 3.3 million. Sports, especially football, play a central role in Mexican life, and betting on these events only increases fans' engagement.
Revenues generated by online sports betting are expected to grow exponentially, moving from $590 million in 2017 to a forecast of $1.74 billion by 2028, making it the largest segment of the Mexican electronic gaming market.
While online lotteries attract a smaller but steady player base, growing from 1.1 million players in 2017 to 3.9 million by 2028, it is important to note that lotteries are a deeply rooted tradition in Mexico, offering a more casual and accessible form of gambling. The enduring popularity of lotteries over time is supported by players seeking low-stake betting opportunities and large rewards, providing operators with a steady revenue stream.
Revenues from lotteries, although lower compared to casinos and sports betting, will grow steadily to reach $660 million by 2028, maintaining their place as a reliable source of income for operators.
Atlaslive offers a comprehensive igaming solution that spans major gaming categories, including online casinos, lotteries, virtual games, and sports betting. The platform continuously evolves, adding new features and tools to provide the best user experience in the market. Through partnerships with gaming providers, payment systems, and established operators in various regions, Atlaslive remains adaptable and up-to-date with market trends.
Latin America is quickly becoming a key area for igaming operators looking to enter new markets. The region is diverse and developing, with regulations and growth taking shape in recent years. Mexico, one of the most important markets in the region, offers an interesting comparison with general trends in Latin America.
Looking at the ARPU from 2017 to 2028, LatAm shows a steady rise, starting at $1,005.72 in 2017 and reaching $1,973.60 by 2028. Mexico, on the other hand, remains much lower, starting at $386.49 in 2017 and gradually growing to $400.43 by 2028. This clear difference suggests that the higher ARPU in LatAm could be due to more diverse betting options and higher spending by players. The slower growth of ARPU in Mexico could point to different player habits or a slower adoption of betting activities. The more gradual increase in Mexico may also be influenced by specific regulations or economic factors affecting players' spending compared to the rest of Latin America.
Total revenues tell a similar story on a larger scale. Revenues in Latin America experience strong growth, moving from $1.76 billion in 2017 to $11.95 billion by 2028. Mexico grows at a slower pace, moving from $95 billion in 2017 to $3.7 billion by 2028. Although Mexico is growing, it is not doing so at the same pace as the rest of Latin America. The main contributors to LatAm's growth likely come from markets like Brazil and Argentina, where igaming is expanding more rapidly. Mexico's slower growth may be due to factors such as regulatory challenges or market fragmentation, which hinder its full potential.
Atlaslive's deep understanding of these market differences allows for the creation of customizable solutions tailored to the unique needs of operators in the Latin America region. The innovative sports betting platform helps operators benefit from the growth potential of these diverse markets.
Mexico is one of the largest and most promising markets for online gaming, but its regulatory framework still faces some challenges. Although Mexico pioneered gaming regulation more than 15 years ago, many operators in 2024 still lack the necessary SEGOB license from the federal authority.
The Federal Law of Games and Draws, dating back to 1947, remains the main legal structure for the industry. Despite its age, it has been updated to address modern issues such as money laundering, integrity, and online gaming. Unlike countries like Spain and Argentina, where gaming is regulated at the provincial level, the federal government of Mexico is responsible for all gaming activities.
Technological advances and the growing involvement of local and international operators have driven the development of the market, especially now that Mexico is preparing to co-host the FIFA World Cup in 2026. With this momentum, efforts to modernize gaming regulations are accelerating, and clearer rules for online gaming are soon expected.
Despite the advances, there are still issues, particularly with unlicensed operators who continue to operate without legal supervision, highlighting the need for stricter enforcement to ensure compliance across the board.
The Mexican igaming market is transforming, making online platforms more accessible than ever. This market growth brings both opportunities and challenges for operators venturing into local igaming business opportunities.
Despite some challenges, the Mexican gaming sector has experienced impressive growth, supported by consumer demand and an ever-increasing penetration rate. Many international operators are partnering with authorized companies in Mexico, further expanding the market. Sports betting, especially football and baseball, are a major draw, with football capturing the most attention.
However, competition from established global operators remains tough. Local operators must strive to match the quality of "sportsbooks" and casinos seen in more developed markets. Dynamic igaming platforms, like Atlaslive, offer complete and ready-to-use solutions that help businesses enter the market without the burden of creating their own infrastructure. With a comprehensive catalog of tools including a payment gateway, a risk analysis tool, metrics analysis, bonuses, and much more, the company's platform provides a powerful foundation for any developing partner in Mexico.
As technology adoption increases and demand for high-quality gaming experiences grows, the dynamic Atlaslive Platform is ready to support operators. The customizable and flexible nature of Atlaslive's offerings ensures that businesses can provide the tailored user experiences that Mexican players seek, including an intuitive user experience, customization, and gamification.
The company will present a new format for its MEGA Workshop during 4 closed sessions.
Press release.- Soft2Bet will make a significant impact at SiGMA Europe, focusing on MEGA, turnkey solutions, and key talks from top executives, from November 12 to 14. Soft2Bet, a provider of turnkey iGaming solutions, will introduce a new format for its MEGA Workshop during four closed sessions on November 12 and 13, at the exhibition.
Following a successful experience at MEGA Workshop at SBC Summit in Lisbon for over 250 visitors, Soft2Bet aims to show how its solution drives engagement, activity, and revenue for Soft2Bet and its B2B partners.
Soft2Bet will also present its latest turnkey solution, newly launched gaming engines, and casino solutions that are delivering impressive results for partners as they increase player engagement and retention and drive revenue growth in the most competitive iGaming markets. As Soft2Bet continues to expand into new markets, it will provide exclusive insights into its partnerships and newly launched brands.
The company stated that the Soft2Bet MEGA Workshop will also demonstrate how MEGA seamlessly integrates as a standalone solution through an API, providing the best UX to its players and ensuring a rapid and efficient implementation for operators looking to elevate their platforms.
The results of these efforts speak for themselves: the Scandinavian brand of the group, Betinia, recorded strong growth in the third quarter of 2024.
The founder and CEO of Soft2Bet, Uri Poliavich, will offer an exclusive conference on November 12 at 11:45 where he will update the market with his latest insights.
High-level executives will join key industry panels:
David Yatom Hay, general counsel, will join a panel discussing the future of player protection in light of possible advertising bans in Northern Europe.
Yoel Zuckerberg, chief product officer, will lead a debate on the use of collectibles to enhance loyalty programs and increase player retention.
