🌋 Mexico🇲🇽: World Cup doubles the number of customers on sports betting platforms

🌋 Mexico🇲🇽: World Cup doubles the number of customers on sports betting platforms

The president of the Association of License Holders, Operators and Suppliers of the Entertainment and Gaming Industry (AIEJA) said the FIFA World Cup marked a turning point for Mexico's betting industry, fueled by a surge in online wagering, real-time transaction processing, and the influx of new users to licensed platforms.

⏩ According to the Association, demand exceeded normal levels by 30% to 40% during peak periods. Even after Mexico's national team was eliminated from the tournament, betting activity remained elevated, reflecting sustained engagement throughout the competition.

⏩ One of the most notable trends during the World Cup was the rapid growth of live betting, with wagers placed while matches were in progress. The volume of in-play bets increased by 60% to 150%, a trend that operators partly attributed to the cooling breaks, which created additional betting opportunities during matches.

⏩ Artificial intelligence and large-scale data processing technologies played a crucial role in handling the surge in activity. These tools enabled operators to manage more than 70,000 betting markets and wagering combinations for a single match, while updating odds and processing transactions in real time.

⏩ The increase in users was not limited to occasional bettors. Operators also reported growth in their long-term customer base. As a result, the industry's challenge now extends beyond handling transaction volumes during major sporting events to retaining the new customers acquired during the World Cup.

⏩ Context: Mexico currently has around 80 licensed online betting platforms. However, the industry continues to face significant regulatory and tax challenges, including higher Special Tax on Production and Services (IEPS) rates applied to gambling operators and an outdated Federal Gaming and Sweepstakes Law, which does not adequately regulate online gambling. As a result, more than 60% of online betting activity in the country is conducted through offshore platforms.

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