After scoring 19 global gaming licenses for casino games and sportsbooks over the years, Betsson Group decided it was time to expand its presence in Latin America where it first launched in 2008. The decision does not come as a surprise to those who are familiar with the group’s strategic growth plan for the area. Betsson has chosen Mexican gamers as the next targeted and localized market to benefit from Betsson’s online products.
Betsson to Use the betsson.mx Platform in Mexico
Under its global flagship brand, the gaming operator will provide its live casino and online casino games together with its sports betting options to local bettors in Mexico. This will be possible with the help of the betsson.mx platform with top-notch technology, a rich portfolio of casino titles, a proprietary sportsbook, and other state-of-the-art features.
Sports betting aficionados will benefit from a series of specific betting options and sports that are normally found on the North American market. The list includes parleys, money lines, and teaser bets. These are already enjoying a lot of popularity among bettors in Mexico.
The group’s commercial director for the LatAm region Andrea Rossi expressed the company’s excitement regarding their launch in Mexico, which is the second-ranking gaming market in the area. Rossi added that Betsson is ready to harness its long experience in the online gaming industry to provide “engaging products” and “the best customer experience in the industry.“
Getting Ready for Big Tournaments
Betsson initially launched its operations in the Mexican market on a trial basis at the beginning of September. The group plans to ramp up its commercial activities just in time for the upcoming sports tournaments scheduled for the end of the year. Special emphasis will be put on the World Cup event. The group’s hub in Latin America will be responsible for running all market operations in the country. The hub was launched in 2021 in Colombia’s Bogota as a way of supporting further growth in the region. The synergy between the Malta headquarter crew, the teams of experts dispersed all over the world, and the localized teams that knew how to embrace the Latin American culture all led to the desired results in Colombia.
Betsson Operations’ chief executive officer Jesper Svensson added the group will hold on to its growth strategy, mentioning the “great potential ahead in the Latin American markets in general and in Mexico in particular”, given the large population and economy in the country. In August, Betsson announced an important sponsorship deal in LatAm with Brazil’s Atletico Paranaense.