Gambling & Betting in Mexico: GEO Review for iGaming Affiliates 

Part 1 : Understanding the Market and Audience

Mexico has quickly emerged as one of the most promising GEOs for iGaming affiliates and for good reason. With a large, mobile-first population, increasing internet penetration, and a cultural openness to both gambling and sports betting, the region offers stable traffic with high conversions, loyal players, and solid ROI when approached strategically.

At PIN-UP Partners, we’ve worked closely with affiliates across several LATAM markets, and Mexico consistently stands out for its performance and scalability. If you’re already running traffic in the region or just thinking about testing new GEOs, this guide will give you a full picture of the Mexican iGaming landscape: from a clear profile of the target audience and insights into user behaviour and local trends to top traffic sources and proven tips for crafting high-converting creatives and landing pages.

General Overview: Population, Income, and More

With a population of over 131 million, Mexico ranks as one of the most populous countries in Latin America. Urbanisation stands at nearly 88%, with major metropolitan hubs like Mexico City, Iztapalapa, and Guadalajara serving as ideal targets for campaigns due to their high concentration of internet users and purchasing power. In fact, 14% of the population resides in the top five cities.

When it comes to language — yes, Spanish is spoken by 96% of the population. But it’s important to note: this isn’t European Spanish, it’s Mexican Spanish. This language has its own vocabulary, tone, and cultural cadence. Phrases, slang, and even certain keywords used in campaigns (like “tragamonedas” for slots or “apuestas deportivas” for sports betting) must reflect local usage. Indigenous languages like Nahuatl and Yucatec Maya are still spoken in some regions but account for a combined under 4%, and are generally not used in mainstream marketing.

Mexico’s national currency is the Mexican peso (MXN). One peso currently equals approximately $0.05 USD, meaning 100 MXN ≈ $5. This conversion rate shapes how consumers perceive value, and it’s especially relevant for affiliates working with bonus-driven offers or deposit campaigns.

Spotlight on the Players or the Profile of Target Audience

Most active players are between 18 and 34 years old. They’re mobile-first, always online, and quick to try new platforms. They expect fast registration, mobile optimisation, and instant gratification — which makes crash games, slots, and quick-win promos incredibly effective. 

That said, there’s also a strong secondary segment aged 35 to 44, particularly visible in the sports betting vertical. These users tend to be more brand-loyal and predictable in behavior. They respond better to streamlined UX, reliable payout systems, and consistent value through ongoing promotions, rather than flashy one-time bonuses (but it may also work).

When it comes to gender, men still make up the majority, especially in sports betting. These users often follow influencers, betting groups, or match prediction pages and respond well to odds boosts and in-the-moment promos.

At the same time, the female player base is growing steadily, particularly in the casino vertical. Women aged 25–40 are increasingly engaging with slots, bingo, and crash games for relaxation or fun and not necessarily for high-stakes wins. They tend to prefer soft visuals, smoother UX, and messaging that leans into entertainment rather than pressure to win big.

Mentality-wise, Mexican players are emotion-driven. It’s about the thrill, the ritual, the “today’s my lucky day” vibe. That’s why creatives tied to jackpots, beginner’s luck, or local events convert better than generic promos. Trust is critical. Users drop off fast if something feels off. Native language, familiar payment options, and clean design go a long way.

The average monthly income is around 11,000 MXN (approximately $630 USD). Players aren’t high-rollers — they’re looking for value. Offers with low deposit requirements, clear bonuses, and smooth withdrawals win. 

Players tend to deposit small amounts — often 100–300 MXN — but do so frequently, especially if the platform feels rewarding and trustworthy. And when it comes to payments and withdrawals, it’s all about convenience: SPEI and MercadoPago are the go-to methods.

Internet Penetration and Mobile Usage in Mexico

With 86.51% internet penetration, Mexico boasts one of the highest connectivity rates in Latin America. Access is even higher in urban centres. The majority of users are mobile-first, meaning that mobile-optimised funnels and lightweight landing pages are essential.

Mexico’s mobile internet ecosystem is rapidly evolving:

• 4G LTE coverage reaches over 90% of the population, serving as the default network for most mobile users.
• 3G remains active, especially in rural and semi-urban zones, which account for slower load speeds and less reliable connections.
• 5G is currently available in select metro areas like Mexico City, Monterrey, and Guadalajara, but adoption is still in early stages and largely limited to high-income, tech-savvy users.

Talking about mobile devices and operating systems in Mexico, Android dominates the landscape:

• Android accounts for over 85% of mobile devices
• iOS holds around 14–15% of the market, with usage concentrated in higher-income urban areas

The national domain “.mx” also builds user trust, so including .mx domains in pre-landers or landing pages can improve click-through and conversion rates. Affiliates targeting Mexico should prioritise speed, mobile compatibility, and local context when building out campaigns.

Social Media Usage

Social media is where the Mexican audience truly lives online—over 70% of the population actively uses social platforms. This includes:

• Facebook (93M users)
• TikTok (85.4M)
• YouTube (83.6M)
• Instagram (48.8M)
• Messenger (57M)
• Plus emerging traction on Telegram (11.6M), Snapchat (15.1M), and Pinterest (26.7M)

This rich digital landscape gives affiliates a wide canvas for promotion, from video ads and influencer content on TikTok/YouTube to retargeting and lead generation on FB and IG. TikTok, in particular, has proven effective for promoting betting content subtly through meme formats and trend-based engagement.

iGaming Landscape in Mexico: What You Need To Know

Mexico’s iGaming market is among the most active and steadily growing in Latin America. Online gambling is widely accessible and continues to expand thanks to high demand and strong mobile adoption. So, let’s dive deeper into gambling and betting in Mexico in more detail… 

Gambling in Mexico

Gambling in Mexico is legal and popular, but regulated under laws that haven’t been significantly updated since the 1940s. Land-based gambling is overseen by the Ministry of the Interior (SEGOB), and online gambling is permitted only through authorised land-based licensees. Still, many major online brands (like PIN-UP) operate with foreign licenses and attract large audiences without facing legal pushback.

Culturally, gambling is socially accepted. Many users view online casino games as a form of entertainment rather than a taboo activity. Slot and crash games, in particular, have gained major traction due to their accessibility, simplicity, and potential for quick wins.

As for the popular online casino games, here are top 10 most-played online casino games in Mexico:

• Oink Oink Oink (Slots)
• Age of the Gods: Cash Collect (Slots)
• Aviator (Crash)
• Spaceman (Slots)
• Breaking Bad: Cash Collect & Link (Slots)
• Blue Wizard (Slots)
• Mega Fire Blaze: 3 Wizards (Slots)
• Buffalo Blitz (Slots)
• Big Bass Crash (Crash)
• Legacy of the Tiger (Slots)

Talking about the most popular slot and crash games on PIN-UP’s product, you can see them in the pictures below.

Speaking of online casino game providers, Mexican users are already familiar with many of the top global studios. Pragmatic Play is one of the most recognised names in the region, particularly for its slot games and live casino offerings. Other highly popular providers include:

• Spribe. Popular for their crash game Aviator, which continues to gain strong traction across LATAM.
• Play’n GO. Widely appreciated for titles like Book of Dead, often featured in welcome offers.
• SmartSoft. Known for crash and arcade-style games like JetX and Balloon, well-suited to Gen Z and Millennial players.
• Evolution. Dominant in the live casino space, especially among high-intent players looking for immersive table games.

Mexican players tend to favour games with simple mechanics, strong visuals, and quick payouts, making them ideal for mobile-first campaigns and gamified ad creatives.

Betting in Mexico

Deeply woven into the country’s sporting culture, local betting enjoys widespread popularity and consistent user engagement throughout the year. At the heart of it all is football—by far the most bet-on sport in Mexico. Whether it’s the national Liga MX, European tournaments like the Champions League or UEFA Euro, or international events such as the FIFA World Cup, Mexican bettors show up in droves.

By the way, right now, the Liga MX Clausura 2025 season is heating up, with the playoffs — the famous Liguilla — just around the corner. This is peak engagement time. Emotions are high, fans are loyal, and bets are flying. If you’re an affiliate, this is the moment to jump in with club-specific offers, live betting promos, or even simple odds boosts timed around matchdays.

And speaking of loyalty — Mexican fans are incredibly devoted to their teams. Club América and Chivas de Guadalajara lead in nationwide support, but teams like Cruz Azul, Tigres UANL, and Monterrey also have massive followings, especially in cities like Mexico City, Monterrey, and surrounding northern regions. Campaigns that feature team colours, key players, or fan-targeted language can hit the emotional sweet spot and drive real conversions.

Player-focused campaigns can also resonate well with Mexican users. Well-known national stars like Guillermo “Memo” Ochoa (a goalkeeper for Primeira Liga club AVS and the Mexico national team), Hirving “Chucky” Lozano (a winger for Major League Soccer club San Diego FC and the Mexico national team), Raúl Jiménez (a striker for Premier League club Fulham and the Mexico national team), and rising talent Santiago Giménez (a forward for Serie A club AC Milan) generate consistent buzz—especially when playing in international leagues. Promos tied to their performances, goal-scoring odds, or special bet boosts around their matches can create highly engaging ad angles.

While football takes centre stage, other sports have carved out their own betting niches:

• Boxing (a cornerstone of Mexican sports culture, boxing enjoys consistent betting interest thanks to the country’s proud legacy of champions like Julio César Chávez, Canelo Álvarez, and Juan Manuel Márquez)
• Baseball (particularly popular in northern Mexico, baseball sees sharp spikes in betting activity during the Major League Baseball (MLB) season. Fans closely follow stars like Julio Urías and Randy Arozarena)
• American football (the NFL has a growing fan base in Mexico, fueled by regular season games hosted in Mexico City and a strong media presence. Teams like the Dallas Cowboys and Pittsburgh Steelers have cult followings, which translates into strong betting numbers during the season and Super Bowl.)
• NBA basketball (the NBA’s global popularity and high-paced gameplay appeal to younger audiences in Mexico. Mexican-American players like Juan Toscano-Anderson have helped draw local attention, and marquee events like the NBA Playoffs and Finals trigger significant betting interest.)

Even eSports is starting to attract Gen Z bettors, opening the door for more diverse targeting strategies.

For affiliates, betting in Mexico offers a vibrant and event-driven landscape. Creatives that highlight live odds, match-specific promos, or player performance bets tend to perform best—especially when they’re localised and timed with real-world sporting events.

In our next installment of this Guide, we’ll explore the most effective traffic sources, conversion-optimised creative strategies, and actionable tactics for crafting campaigns that resonate with Mexican audiences.

Catch-up on this recent episode of the Affiliate Marketing Podcast, where Irina Makarova, CMO at PIN-UP Partners, shares how PIN-UP Partners maintains its market-leading position through community building, transparency, and strategic market expansion. This conversation offers valuable lessons on leveraging branding to create loyal affiliate communities and identifying emerging market opportunities that can benefit both new and established affiliate programs.