Publication date: 11 February 2026
iGaming in Mexico is currently in a stage of “proper maturation.” The market is already generating solid revenue, but still formally relies on an old law, which the state is gradually updating to fit the online reality. For a media buyer, this is a classic scenario: a GEO with real users, growing online presence, and clear (though in some places outdated) regulation. This means there is room to profit without skating on dangerously thin ice.
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First, it’s Latin America’s largest consumer market, with a population of 126+ million people, a strong football culture, and a growing habit of online betting and casino gaming.
Second, the regulatory landscape is gradually shifting from a “gray zone” to a more transparent model: the old federal law from 1947 is being supplemented with modern regulations. In 2023–2025, reforms were introduced that now directly impact the online sector, including platform oversight, age verification, and self-exclusion.
Third, it’s a market without the intense competition and auction costs of mature European GEOs. Yet, the CPM and CPA/RevShare rates are already at a level where it’s “worth scaling, not just testing.”
From a media buyer’s perspective, Mexico offers several immediate advantages: high traffic volume, widespread interest in football and sports, active mobile internet usage, and a sufficient number of both local and international brands willing to pay for new players. In our review on 3S.INFO, we will explore how the regulation is structured, who issues licenses, how the law is evolving, and why it’s crucial to operate within the local legal framework rather than adopting a “pump-and-dump” mentality.
According to national statistics and iGaming industry reports on Mexico for 2024–2025 / SiGMA, 2025.
Formally, all matters related to gambling in Mexico are still based on the Federal Games and Draws Law (Ley Federal de Juegos y Sorteos) published in the Diario Oficial de la Federación on December 31, 1947, and coming into force on January 5, 1948. This law originally took a strict stance on gambling: games of chance and betting are prohibited by default, and everything permitted constitutes exceptions regulated by decrees and permits. Later, through by-laws and regulations, particularly the 2004 Regulation, the state began to “unpack” casinos, betting shops, and other formats. In the 2000s and 2010s, provisions were gradually added to regulate sports betting and some online activities.
In 2023, amendments to the 2004 Regulation were published in the Official Gazette of the Federation (Diario Oficial de la Federación). These amendments, among other things, tightened control over slot machines, raised requirements for online platforms, age verification, and self-exclusion systems. In 2025, SEGOB officially launched working groups for a comprehensive reform of the 1947 law, aiming to adapt it to the current market and better clamp down on illegal platforms.
The key regulator is currently the Ministry of the Interior of Mexico (Secretaría de Gobernación, SEGOB), and within it — the specialized agency Dirección General de Juegos y Sorteos (DGJS).
The DGJS is responsible for:
For affiliates, one thing is important: a legal market exists and is growing, but the game is played by Mexico’s rules, not by the habits of other GEOs. Operators may use .mx domains or international ones (.com, .bet), but from SEGOB’s perspective, it is critical that an operator holds a valid permit and complies with local legal requirements.
Licenses are issued exclusively to Mexican legal entities that comply with national legislation and SEGOB regulations. Only a company registered under Mexican law can apply for a gambling license.
Foreign brands enter the country through partnerships and agreements with local permit holders.
Types of Licenses (Covered Verticals and Activities)
The Mexican system is built around permits that can cover:
Online activities are often tied to land-based permits. A licensed land-based casino or betting shop operator can obtain approval to launch an online casino or online sportsbook. However, this is done through a procedure with the DGJS and requires a separate description of processes, platforms, and control systems.
According to industry reports, in the fall of 2025, Mexico had over 350 licensed land-based casinos and 30+ digital operators with SEGOB permits under .mx domains.
On the SEGOB/DGJS website, there are sections covering the legal framework and information about authorized operators.
A list of brands operating under a DGJS license and authorized to offer online sports betting and casino:
In Mexico, other brands are also licensed, including local and regional casino chains that are developing their .mx platforms under the management or with the participation of international holdings.
| Strengths of the Legal Operator Pool | Weaknesses |
| They possess licenses, are under DGJS supervision, pay taxes, and can invest in branding, UX, and user retention. For an affiliate, this translates to offer stability, predictable payments, and a lower risk of the project disappearing after the first wave of inspections. | A high tax burden and stringent compliance requirements mean some brands may appear less “generous” with bonuses and CPA/RevShare rates compared to offshore sites that do not fully pay Mexican taxes or operate within the local legal framework. |
Data from Softswiss Regulation Map, 2025 / Next.io, 2025.
Now for the most sensitive, yet crucial aspect for understanding offer economics — taxes. Mexico is not a soft jurisdiction for gambling. There is a genuine stack of taxes and fees for operators, and this directly impacts how much they are willing to allocate to marketing and the affiliate channel.
Now, regarding the “gray” segment. For a long time, Mexico was considered a market with a large number of sites lacking a clear local license. However, in recent years, the trend has clearly shifted towards a tougher crackdown on illegal operators.
The approach is straightforward. The state sees illegal operators as the source of several problems at once: from tax evasion to potential money laundering and a lack of player protection. Therefore, SEGOB, financial authorities, and law enforcement are implementing a strategy that combines legal, technical, and financial measures.
One notable case occurred in 2025, when Mexican authorities blocked access to a number of sites, including Bet365.mx and Betano.mx, as part of anti-money laundering investigations. The Financial Intelligence Unit (Unidad de Inteligencia Financiera, UIF), part of the Ministry of Finance, instructed ISPs to restrict access to 13 casinos and online platforms suspected of violating regulations and lacking sufficient transparency in their financial flows.
The mechanisms used include:
For the player, this appears as a “site that stopped loading.” For the operator, it is a real blow to the business if there is no clear and transparent operational framework within Mexican law.
The key players in this story are:
Penalties and punishments range from monetary fines and domain blockings to business closures and criminal proceedings in cases of confirmed involvement in serious financial violations. For media buyers, this means that partnering with an operator lacking clear licensing and compliance is a short-term play. The offer may look lucrative today, but tomorrow the site could simply become inaccessible, taking your LTV with it.
Viewed pragmatically, in 2026, Mexico is on a path of “cleaning up” the market: tightening regulations, increasing the tax burden, and simultaneously raising transparency requirements. For affiliates and operators willing to work with licensed brands and calculate their economics considering local taxes, this creates the foundation for a long-term, rather than a one-off, entry into the GEO.
iGaming in Mexico in 2026 is no longer a “Wild West” but a full-fledged, rapidly growing market with a strong sports betting sector, a young online casino scene, and a highly mobile audience. For a media buyer, Mexico currently looks like a Latin American GEO with substantial payouts and decent traffic volume, where it’s still not too late to enter.
Put simply, Mexico’s history follows this trajectory: from strict restrictions, to controlled legalization, and then to a cautious transition of it all into the online space. The foundational law is the Ley Federal de Juegos y Sorteos of 1947, which for decades defined what was permissible and what was not, establishing that gambling is prohibited by default, and permitted formats are exceptions.
In the 2000s and after 2004, a process of “unpacking” began: regulations to the law were issued, providing the basis for officially granting permits for land-based casinos, bingo halls, gaming machine parlors, and betting shops.
The online sector caught up a bit later. For a long time, it existed as an add-on to land-based permits. If you had a licensed network of casinos or betting shops, you could launch an online product, provided its infrastructure and processes were approved by the Secretaría de Gobernación (SEGOB) and the Dirección General de Juegos y Sorteos (DGJS). In the 2020s, especially after 2023, the trend shifted towards modernization. The state tightened requirements for platforms, age verification, and reporting, effectively bringing the online sector closer to a normal regulated market.
Mexico is Latin America, the northern part of the region, the southern neighbor of the USA, with coastlines on the Pacific Ocean and the Gulf of Mexico. The population is approximately 126 million people, making the country one of the largest economies in LatAm and the world. For comparison: this is almost double the population of Colombia and roughly on par with Japan in terms of population size.
Major cities: Mexico City (CDMX) — metropolitan area of 20+ million, with about 9 million in the city itself; Guadalajara (around 1.5 million in the city, several million in the metro area); Monterrey (approximately 1.1–1.2 million in the city, a strong business cluster). Plus other major centers such as Puebla, Tijuana, León and Mérida.
The official language is Spanish. English proficiency is unevenly distributed. According to language literacy studies, a minority of the population (around 10-15%) speaks English fluently or confidently, mainly in large cities, IT hubs, and tourist areas. The majority lives in a fully Spanish-speaking environment.
The official currency is the Mexican peso (MXN).
From an internet perspective, Mexico is a very “media buying-friendly” GEO. According to the Digital 2026: Mexico report, by the end of 2025, the country had approximately 110 million internet users, representing a penetration rate of roughly 83.5% of the population. The mobile segment is a whole different story: there are more mobile connections than residents, and 98.5% of mobile lines are on 3G/4G/5G broadband. Separate studies on the tech sector note that by 2023, over 97 million Mexicans were already using the internet (about 81% of the population), and the level of smartphone penetration and affordable mobile data plans make the country a distinctly mobile-first market.
What does this mean for affiliate marketing? The audience is on their phones, accustomed to making online payments, and feels comfortable in mobile apps and on responsive websites. It’s the ideal scenario for smooth casino/sportsbook onboarding.
According to recent market reports, online gambling in Mexico generated approximately $1.62 billion in revenue in 2024 and is projected to reach $3.15 billion by 2030, with an average annual growth rate of nearly 12%. This is for the online sector alone. The total gambling market (offline + online) was estimated at around $2.7 billion in 2024, with the online share of this total increasing each year.
The most crucial point: sports betting is the main driver. In 2024, sports betting took the top spot in revenue and remains both the largest and fastest-growing segment. Online casinos are growing just as strongly. Separate estimates indicate approximately $441 million in online casino revenue in 2024, with a forecast of nearly $944 million by 2030, representing a CAGR of around 13.6%. This means that within a few years, we are looking at the casino market nearly doubling and significant growth in sports betting.
Furthermore, it’s important to remember that in terms of gambling traffic, Mexico is already second in Latin America after Brazil and ranks fourth in the world for the volume of gambling-related traffic.
If we combine several studies on players (Mexico iGaming Market Research, TGM Research surveys, analytics on player preferences), we get the following profile: the core online audience is men aged 25–44, with a noticeable share of players aged 18–24 and a growing segment of women in casino and lottery games. The income level is average and above average: many are office workers, people from the service sector, small business owners, and freelancers who actively use mobile banking and fintech services.
Financially, Mexico is not a poor LatAm GEO: the average deposit amount is below that of top European countries but higher than many neighbors in the region. At the same time, ARPU and LTV are sustained through regular play, especially in football and top slots. Players often make small but frequent deposits, drawn in by promotional lines, parlays, and bonus offers.
The Mexican player is drawn to emotion, local context, and a lively UX. Effective approaches include:
Content and creatives featuring local celebrities, football clubs, and references to Mexican culture and holidays (done carefully, without facepalm) typically perform better than generic “casino for everyone” banners.
Player analytics show that in the online casino space, Mexico follows a “classic mix” path:
A report on the online casino market in Mexico notes that high-volatility slots with free spins and jackpots show the best engagement. Players actively participate in tournaments and promotions if they are clearly explained and not overloaded with conditions.
No surprises here: football is a religion. According to market reports, sports betting is the largest online gambling segment. Within sports, the lion’s share of GGR comes from football.
Beyond football, betting in Mexico also performs very well on:
Regarding esports, Mexico is following the global trend, but it is not yet a dominant vertical. Market reports note steady growth in interest in esports betting among the 18-24 and 25-34 age groups, particularly for CS2, League of Legends, Dota 2, and football simulations like EA FC. However, the share of turnover from esports is still significantly lower than that from football and casino games. Therefore, operators often view esports as a youth-focused tool for audience expansion rather than a primary source of GGR.
Mexico is one of those markets where the payment system can either make your conversion or kill it at takeoff. Players are accustomed to being able to deposit using local methods, familiar brands, and with minimal friction.
Why is this important? Because in Latin America, and especially in Mexico, a bank card is not the only or even the primary way to pay. There is a huge segment of people accustomed to using cash in combination with fintech services and voucher-based solutions.
For the media buyer, a simple conclusion follows from this: in creatives and pre-sale content, emphasis should be placed on convenient local payment methods (“OXXO, SPEI, banking apps”), fast payouts, and clear limits. This builds trust and addresses one of the key barriers in the player’s mind: “Will I get my money back?”
Mexico, as a GEO, offers a rare combination: a vast market, high internet and smartphone penetration, strong sports and casino sectors, as well as a cultural familiarity with online payments through local solutions. If you’re willing to invest in proper localization, consider regulatory specifics, and work with licensed brands. It’s not just “another LatAm direction,” but a long-term and interesting market with a substantial iGaming payout.
In 2026, Mexico, in terms of traffic and monetization, confidently ranks among the top GEOs in Latin America for gambling and betting. Sports are a religion here, online growth is in the double digits, and the audience is mobile-first and accustomed to online payments.
Why Can You Earn On Traffic from Mexico’s GEO?
If you look at Mexico through the eyes of a media buyer, the picture is straightforward: a huge user base (≈126 million population, 80%+ internet penetration), an online gambling market that has already surpassed $1.6 billion and is on track to double by 2030. The main driver is sports betting, especially football, but online casinos are also growing at over 10% per year, driving growth in slots, live casinos, and crash games.
Regarding the competitive landscape, it’s not an empty field, but it’s not an overheated Europe either. There are major local and international brands, affiliate programs with decent rates, and still enough space to enter with your own setups. Plus, Latin America as a whole, and Mexico in particular, is mobile-first. Up to 90% of traffic comes from mobile devices, while over 80% of deposits are made via smartphones and local payment methods.
For affiliates, this means:
Niche opportunities for affiliate marketing: SEO portals for betting and predictions, Telegram and Discord communities, casino review sites, slot streaming and live betting streams, content focused on local matches and tournaments.
Mexico is not an offshore “paradise.” Regulation exists, it is being refined, taxes on operators are significant, and the stance towards illegal projects is becoming increasingly strict.
However, windows of opportunity for entry and growth remain:
Promising directions for the next 3 years: mobile sports betting, live betting and combo parlays, mobile casinos, content projects with predictions and analytics, esports as an additional vertical for younger audiences, as well as developing your own media traffic sources (websites, apps, PWAs) to reduce dependence on the whims of advertising platforms.
In terms of acquisition channels, Mexico looks very “classically LatAm,” but with nuances.
Key Traffic Sources
Don’t try to “do it all.” It’s better to choose 1–2 channels (for example, Google+SEO or Meta*+influencers), build proper funnels there, break down the analytics by GEO/sources/creatives, and only then scale.
SEO Life Hacks
Classics work: proper site structure, local Spanish, brand reviews with real pros/cons, dedicated pages for Liga MX, the national team, UFC cards, major tournaments, and local events. Plus, constantly updated predictions and stats — this brings both organic traffic and a reason for users to return.
Top 5 Influencers, Chats and Communities
Specific lists are live and change in real-time across Telegram, Discord, local social networks, and betting chats. Some are closed or semi-private; others change names and platforms. In practice, affiliates typically:
Therefore, it’s better to maintain your own “live list” of opinion leaders and communities and review it regularly, rather than relying on a static top list.
In the open environment, cases from Mexico have already surfaced where teams achieved six-figure profits in dollars using betting+casino bundles with hybrid models and a heavy focus on traffic optimization. This is roughly what it looks like in reality:
In short, launching into the Mexico market can be broken down into this actionable checklist:
In 2026, Mexico is a large, mobile-first and quite mature iGaming market where sports betting and online casinos are experiencing double-digit growth, while the audience is accustomed to online payments and betting from their smartphones. For an affiliate, this means earning on traffic from this GEO is both realistic and sustainable, provided you rely on licensed operators, calculate the economics based not only on CPA but also on RevShare/LTV, and put effort into thorough localization.
If you’re considering where to expand in Latin America over the next 3-5 years, Mexico should definitely be on your shortlist. The market is already profitable, the audience is receptive, and the window for growth hasn’t closed yet.
*The Meta corporation is recognized as extremist in Russia. Its services, Facebook and Instagram, are blocked by a court decision.
Mexico has moved past its “wild west” phase and is progressing towards a normal, regulated market. The online sector is already generating significant revenue, players are highly active on mobile, and regulations are becoming clearer, even though they are still based on the 1947 law (source: Ley Federal de Juegos y Sorteos; Mexico iGaming industry reports, 2024–2025). For a media buyer, this represents a combination of a large, active user base, a strong football culture, a growing habit of online betting/casino gaming, and auctions that are not yet overheated. Furthermore, numerous local and international brands are willing to pay on CPA, RevShare, and Hybrid models, offering flexibility for various business approaches.
Mexico is a major LatAm market with a young online segment. It has regulation and licensed operators, but it hasn’t yet reached the level of intense competition and overheated auctions typical of mature European jurisdictions. Here, online gambling is still growing at double-digit rates, mobile traffic dominates, content and payment methods tailored for Liga MX, UFC, and boxing often convert better than the “universal” creatives that saturate markets like .DE or .UK.
The flagship is sports betting (football, boxing, UFC, NBA, NFL). It accounts for the largest share of GGR, and it’s the easiest vertical to build clear funnels around with live betting and parlays. Online casino is the second pillar. High-volatility slots with free spins and jackpots, plus live casino with Spanish-speaking dealers, generate consistent interest and solid LTV with proper CRM. Looking at a 3-year horizon, esports is gaining traction as a youth-focused vertical, and content projects (SEO portals, streams) that build an audience around bets and predictions are becoming increasingly effective.
Mexico “breaks” without local methods. Players expect to see OXXO, SPEI, local fintech wallets, and neobanks in the list of deposit options, with Visa/Mastercard and international e-wallets coming later. For licensed operators, it’s crucial that deposits and withdrawals fit the familiar pattern: bank app → SPEI/OXXO/card → account, without extra steps or delays. Cryptocurrency is used cautiously in the legal segment and strictly within AML requirements. So, the focus should be on local payment methods and a properly localized, Spanish-language payment funnel.
A sustainable setup typically combines mobile traffic (Google UAC, Meta, ASO) with localized creatives for football/casino, a mandatory emphasis on OXXO/SPEI and MXN, as well as at least one owned asset (an SEO portal, content project, or streaming channel) that generates organic traffic and provides long-term value. For monetization, it’s wiser to build not just on CPA, but also on Hybrid/RevShare models. With proper cohort analytics, players in Mexico often become profitable through repeat deposits and regular play, not just from the first FTD. This makes the market interesting for a 1–3 year horizon, not just a single test.
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