Legislation, Governing Bodies, Regulated Operators, and Advertising...
This is the internet gambling market in Mexico.

Mexico represents one of the giant markets with enormous potential for the online gaming sector. Unlike situations like Colombia, with clearer, more recent, and tailored regulation, Mexico has legislation that, although pioneering fifteen years ago on a global level, still has shortcomings as evidenced by the fact that many operators in 2024 still do not have the SEGOB license from the federal authority.

The online gaming sector in Mexico has remained in a state of uncertainty for over a decade, which has not prevented it from witnessing significant growth in recent years, becoming an important component of the digital entertainment industry.

In 2023, this market has consolidated thanks to a combination of technological advancements, an evolving legal framework, and an increase in participation from both national and international players and operators.

With the FIFA World Cup 2026 on the horizon (Mexico being a host nation along with Canada and the United States), the process of modernizing its specialized regulations is accelerating, and a much clearer and more defined market is expected over the next two years.

Legislation and Competent Bodies

Up to 2023, Mexican legislation on online gaming has gone through several phases of development. The Federal Law of Games and Draws, although old, has been the legal framework under which the sector has been regulated. And even though it is a very generic norm approved in 1947, it has certainly been modified in response to the complexity of social and technological reality, regulating fiscal aspects to prevent money laundering, integrity and security, the organization of draws, and more recently online gaming forms.

Unlike in Spain and Argentina, where gaming is an autonomous or provincial competence, the Mexican Constitution establishes that the organization, operation, and control of games, draws, and raffles are exclusive competencies of the Federal Government. This regulatory responsibility has been concretized by leaving the power in the hands of the administrative unit of the Ministry of the Interior, which has a dedicated body such as the General Directorate of Games and Draws.

Among the modifications via regulation of this 1947 Law, the Regulation of the Federal Law of Games and Draws of 2004 stands out, which unexpectedly and pioneeringly in Latin America and continental Europe begins to include topics related to the online sector, with the granting of the first federal licenses for remote gaming (such as the Segob DGAJS/SCEVF/P-05/2005 permit of the operator Playcity).

The exotic reality: regulated operators competing with unlicensed operators

Regulated operators in Mexico have grown in number and diversity since the first concessions like the one mentioned in 2005. These include both local and international companies that have obtained licenses to operate legally in the country both online and offline, highlighting for their success the case of international operators that create projects with local entrepreneurs. An example would be the operator, recently present in the online market, created after the union between the Cypriot giant Wiztechgroup and Pur Umazal Tov, which has owned almost a dozen casinos in the country since 2014.

As in the case of, more licenses have been granted since 2014, but the reality is that in 2023 there are only around thirty websites operating with a license from the Ministry of the Interior SEGOB (through the official extension of the country - ".mx"), with at least a half a hundred operators accessible with international gaming licenses and through different internet extensions; such as ".com", ".com/es", or "bet".

Thus, despite regulatory efforts, the Mexican market still faces challenges related to unlicensed operators. These entities operate outside the law, often offering services to Mexican players without the security and justice guarantees provided by regulated operators. The fight against these illegal practices remains a focus for competent bodies.

An updated list of current operators with a license would be the following, all of them with a .mx domain and operating with a license:
  1. 1xBet
  2. Bet365
  3. Codere
  4. sportiumbet
  5. 20Bet
  6. 10Bet
  7. Dafabet
  8. Bodog
  9. Caliente
  10. Betway
  11. Ganabet
  12. Novibet
  13. Betmotion
  14. 22bet
  15. Megapari
  16. Betcris
  17. Marathonbet
  18. InstaBET
  19. Winpot
  20. Betmaster
  21. Strendus
  22. 888sport
  23. Betfair
  24. Ditobet
  25. NetBet
  26. Betsson
  27. Betwarrior
  28. Apuesto
  29. Mr. Play
  30. Pinnacle
  31. Playzilla
  32. Cloudbet
  33. Melbet
  34. Rivalo
  35. William Hill
  36. BetMexico
Regarding market share,,,,,,,, and could represent almost 90% of it, with the first three taking the lead.

Publicity and Promotion

The field of online gaming advertising and promotion in Mexico has been one of the controversial points in recent years for both regulators and operators. The current regulations seek to balance the freedom of operators to promote their products with consumer protection and the prevention of gambling addiction.

Certainly, in the last two years, unlicensed operators have seen their promotional possibilities greatly restricted, eliminating their commercial activities in major media (sponsorships, television, social networks, and Google), something that had not been the case until 2022.

The Federal Law of Telecommunications and Broadcasting, in any case, and a significant self-regulation agreement among licensed operators are the two effective regulations that have managed to limit casino and betting house advertisements to licensed companies that also meet certain conditions, such as the protection of what is classified as children's viewing hours.

As is common in countries like Argentina or Brazil, sports sponsorship is key to the visibility of the major operators, with a notable struggle for the country's historic clubs and with a recent agreement between the company and the Mexican National Team, which will be in force until 2026 and by which the leading online operator will be the main sponsor of the Aztec selection.

In any case, in terms of advertising, there is much more flexibility than in Spain, and both the bonuses and the visibility of the sponsorship agreements of the operators are key to the growth of the sector. You can even see how their brands in Mexico, Codere or Sportium, can communicate their commercial agreements with Real Madrid or Manchester City.

Another example of the relevance of this form of marketing is the agreement reached by Sportium and Gerard Piqué's Kings League, by which grows to become, the Official Betting House of the Americas Kings League.

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