After launching its operation in Mexico earlier this month on a trial basis, Stockholm-listed betting and gaming operator Betsson has now officially taken its flagship brand live in the country’s regulated iGaming market.

The move that further expands its presence in the wider Latin American region, follows approval by regulator Dirección General de Juegos y Sorteos de la Secretaría de Gobernación, enabling the Swedish company to make its Betsson.mx online interest available to players in Mexico’s locally regulated market.

Going forward, users will have access to online casino and live casino, as well as localized sports betting comprising a broad range of sports and events with North American betting style, such as teaser bets, parley and money line, each of which has proven popular in the Mexico.

Strategic Launch:

“We are overjoyed to have launched in Mexico, the second biggest gaming market in Latin America,” said Andrea Rossi, commercial director for Latin America at Betsson Group. “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.”

Seasonal Uptick:

In the company’s press release, Betsson Operations Chief Executive Officer Jesper Svensson also commented: “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.”

Pioneer in Region:

Operations in the Mexican market, where Betsson has been active since 2008, are to be run by the company’s Latin American hub. The latter was formed in 2021, in Bogotá, Colombia’s capital, to locally support growth in the region through a “high level of localization and cultural embracement” provided by the Latin America team as part of a joint effort with the Malta headquarter teams and all of the teams worldwide.

A pioneer in the region, Betsson has throughout its 14 years in the Mexican market has developed an “in-depth understanding” of customer behavior and regional culture and as such is positioned as a main player in the region. Developed on an advanced technology platform, the company’s Mexican offering features its in-house sportsbook, an expansive casino games portfolio, and innovative features, designed to provide a competitive gaming experience.

Revenue from the region has accounted for 25 percent of total group revenue in Q2 2022, having grown by 86 percent year-on-year.

Shares in Betsson AB (STO:BETS-B) were up +0.20 to SEK64.90 per share in Stockholm Tuesday morning.