Mexico Brand Ranking

Brand Caliente ranked number one, the brand Bet365 in second place, and the brand Betmexico 3rd place. (Licensed brands are marked ✅)

Brand Ambassador Caliente as of January 2025 is Édgar “Pitbull” Cháirez. - Mexican professional UFC fighter.

Industry Regulation.

There is a federal law in Mexico Ley Federal de Juegos y Sorteos (1947) and its 2004 regulations. Regulator - Dirección General de Juegos y Sorteos (DGJS) under the Secretaría de Gobernación (SEGOB). Lotteries, raffles, sports betting and casinos are allowed. licensed. Online gambling is legal, but exclusively through operators associated with land-based businesses. A “pure” online license does not actually exist. The operator must have a local legal entity and act on behalf of the local licensee. (fountain)

To obtain an online casino permit, you need:

1. Partnering with a local operator that owns an offline casino.
2. Obtaining Online Extension. (Application is made through a partner in SEGOB. Fees 1%-2% from GGR - depending on permit conditions).
3. Technical Audit. (Systems are certified in GLI or BMM Testlabs.)
4. Deadline for review: 3-6 months.

Taxation:

Corporate tax (ISR): ~30% profits.
Betting tax (IEPS): historically ~30%, but the Senate approved the increase up to 50%. (fountain)

New slots and online casino licenses are restricted from 2023; approx. 60% online market remains unregulated.

A portrait of the audience.

About 41% Mexicans participate in gambling. The main players are men (~88% in the betting segment). The age core is. 25-40 years old, with the most active users being 25-35 years old. Most of the players are city dwellers, At the same time, the Central region forms ~41% market. Players usually have secondary or higher education, use banking products and mobile internet. 73% are betting via apps and expect the fastest possible registration. Main motivations: desire to win money (40,6%) and excitement (43.4%). Above 70% populations are actively using social media:
Facebook (~.93M), TikTok (~85M), YouTube (~84M), Instagram (~.49M). The leading sport is. soccer, additional niches: boxing, baseball, eSports. (fountain)

Relevant slot themes and visual preferences.

Spy-analysis shows that slots are in demand in Mexico with the image of King Kong (Electric Jungle, Jungle King, King Kong Cash, 9K Kong in Vegas, etc.). The theme is popular due to the audience's emotionality, love of spectacle and bright visuals. The rich colors and dynamic animations fully meet local expectations. Players are prone to impulsive and risky play, often raising bets after losses.

CPA rates.

On open CPA affiliate offers for geo: FB $25-55, SEO $35-40.

UIF has shut down access to Betano and Bet365.

In November, the regulator blocked 13 sites, including the Betano and Bet365 domains, which operated through a partner from Grupo Salinas. The investigation, initiated by UIF's financial intelligence unit, was based on anomalous cash flows, large transfers and transactions potentially falling under the criteria of money laundering. Following the blocking, Grupo Salinas officially denied any wrongdoing and claimed full compliance with the law. Bet365 and Betano have not published independent comments. (fountain)

iGaming market size.

According to iGamingToday, Mexico's total gambling market has reached the $2.7 billion in 2024 and could grow to $4.2 billion by 2033. The online segment is estimated at $0,97 billion in 2025 and $1,96 billion by 2030 (CAGR 15.11%). (fountain)

Conclusion:

The Mexican regulator is strengthening controls, increasing the tax burden and restricting the issuance of new licenses, which increases the requirements for operators and makes it more difficult to enter the market. The situation with Bet365 and Betano has shown that even leading brands can face blockades and inspections due to the increased focus on financial operations. In this operating model, the key factor is the reliability of local partnerships and strict compliance at all levels.