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Mexico Becomes Central to Betsson LATAM Expansion

European online gambling giant Betsson – a long-time force in the industry spanning decades, has continued with its aggressive expansion into LATAM (Latin America) after it secured entry into the burgeoning Mexican market.

With a full stack on offer to possible customers that includes online casino, live casino and its impressive sports betting product, the brand is primed to challenge the numerous others that are already making headway in a market that has huge potential.

We are overjoyed to have launched in Mexico, the second biggest gaming market in Latin America,
We will be using our experience in the online gaming industry and with this we are certain that we will attain our vision of offering engaging products as well as providing the best customer experience in the industry, now also to our Mexican customers.

Andrea RossiCommercial Director for Latin America at Betsson Group

Meanwhile, Jesper Svensson, CEO of Betsson Operations, added: “We continue to deliver on our geographically diversified growth strategy and see great potential ahead in the Latin American markets in general and in Mexico in particular, given the size of its economy and population.

“I am particularly excited about the upcoming football World Cup during the seasonally very busy fourth quarter and am confident that Mexican customers will enjoy Betsson’s market-leading product offering.”,

Multiple Advantages for Betsson in Mexico

One of the biggest plus points for Betsson is that it already has a proven blueprint to follow in the LATAM market, having built up a solid foundation in Colombia, being one of the first operators to gain a licence there.

As such, it is aware of the different customer behaviours in the LATAM market and has the know-how when it comes to marketing and what potential consumers respond to, which can provide a considerable platform.

In addition to this, it already has staff who are familiar with the different processes in the LATAM market, relating to what does and doesn’t work and the regulatory minutiae that are involved.

Mexico Set to Challenge Colombia to Become Number One

With the LATAM online gambling industry one of the fastest growing in the world - perhaps even on par with the US, there are a number of contenders that could swiftly emerge to become the most prominent.

Currently, Colombia, where Betsson’s LATAM headquarters is based, leads the way after establishing itself as a principal prospect, though Mexico is primed to pounce. According to 6WResearch, it is anticipated that the market is anticipated to record a 33 per cent growth rate for the 2020-2026 period.

The challenge, for a number of years, has been able to attract brands big enough to appeal to possible customers, and Betsson certainly ticks this box. Over the last few months, US firms have realised the potential that is in Mexico and were quick to act, Bovada, in particular, being one of them.

What could help to tip the balance in Mexico’s favour is the upcoming World Cup. While many South American countries are proud footballing nations, the media partnerships in Mexico with betting firms could help substantially to leverage the potential in the country.

Betsson also has the advantage of having one of the best sports betting sites in the industry - a company that has decades of experience and can capitalise on this to build up a considerable following in Mexico, as it has done in Colombia.

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