Mexico Online Gambling Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Mexico Online Gambling Market Trends and Insights

Growing prevalence of gambling

Cultural acceptance of wagering has broadened as Mexico’s 129 million residents gain access to digital entertainment and as roughly 78.6% of the population now uses the internet^{[1]Source: International Trade Administration, "Mexico - Internet and Digital Economy", trade.gov}. With smartphones becoming widely used in major cities, more people are moving from physical casinos to online gambling platforms. According to the National Council of the Entertainment Industry, gambling in Mexico supports 150,000 direct jobs, showing its importance in the domestic gaming ecosystem. Mexico's online gambling market is growing by attracting its young population and tapping into the country's love for football. Regulatory authorities are recognizing the industry's role in generating tax revenue and creating jobs. As a result, they are helping shift the sector from unregulated markets to legal platforms, ensuring long-term growth.

Enhanced internet connectivity and technology

Mexico's "Internet para Todos" initiative is actively expanding broadband access across the country, to increase household connectivity beyond the current 81.6% urban baseline. This strategic expansion is expected to create significant opportunities for growth in Mexico's online gambling market by enabling greater digital participation. In 2023, the fintech sector witnessed a substantial investment of USD 828 million, which has driven advancements in mobile wallet functionalities and accelerated the implementation of open-banking APIs under Mexico's groundbreaking Fintech Law^{[2]Source: Finnosummit, "Fintech in Latin America and the Caribbean", finnosummit.com}. Furthermore, the establishment of rural banking-agent outlets has introduced physical cash-in points, which serve as a critical complement to digital deposit systems. These developments are effectively integrating previously underserved populations into the digital financial ecosystem, fostering greater financial inclusion and digital adoption.

Rising esports viewership drives betting adoption

Young consumers under 25 are increasingly interested in esports, with more of them starting to bet on competitive gaming. The rise in esports viewership is a key factor driving this trend, as a larger audience creates more awareness and curiosity about esports betting. This growing audience not only increases the visibility of esports betting platforms but also pushes operators to create customized betting options that suit their preferences. To attract this group, operators are designing esports betting markets similar to traditional sports betting. The fast-paced and live nature of esports fits well with the mobile-focused lifestyles of these consumers. As Mexico prepares for FIFA 2026, esports are becoming a major attraction, which could further boost interest in all types of sports betting.

Spanish content and soccer themes drive millennial audience

Football is the most popular sport in Mexico and a key part of its culture. Platforms aiming to attract millennials have found that using Spanish-language interfaces gives them an advantage. By including soccer-related themes and offering content in Spanish, these platforms connect better with millennials and make their services more relevant. Soccer-focused promotions, such as special offers on match days and localized commentary, strongly appeal to this group, creating a more engaging and personalized experience. Spanish-language content also makes these platforms more accessible and inclusive, which helps build trust and loyalty among millennial users. Licensed bookmakers are focusing on strategies like investing in local commentary, match-day promotions, and culturally relevant messages about responsible gambling. With Spanish-language consumer-protection materials now matching the quality of English ones, operators can expand their marketing efforts without regulatory issues, boosting the growth of Mexico's online gambling market.

Regulatory uncertainty and cybersecurity threats

Operators are struggling with the outdated 1947 statute, while the 2025 reforms are still being finalized. Mexico's gambling industry is facing major security and compliance challenges as companies try to manage old regulations while preparing for upcoming changes. The country also faces serious money laundering risks, mainly caused by drug trafficking and organized crime, which funnel billions through the financial system every year. Cybersecurity weaknesses make these issues worse. Inconsistent regulations make it harder for operators to create strong compliance systems. To address these problems, companies need better monitoring tools and stricter internal controls, which add more pressure on their resources. These challenges are especially difficult for smaller operators and discourage international companies, slowing the short-term growth of Mexico's online gambling market.

Tax regulations compress profitability for compliant firms

In Mexico, operators face a 30% corporate income tax and a charge on Gross Gaming Revenue, both set by the Ministry of the Interior, though states can apply their own rules. For instance, Jalisco's Treasury Commission has added a 7% tax on Gross Gaming Revenue under its State Revenue Law, specifically targeting gambling activities. These taxes, along with other excise duties and withholding requirements, raise compliance costs for licensed operators. On the other hand, grey-market competitors avoid these taxes and regulations, creating an unfair competitive environment. In its 2024 filings, Codere Online highlighted the heavy tax burden in Mexico, explaining that these challenges reduce profit margins. This is in sharp contrast to offshore operators, who face fewer restrictions and lower costs. While many operators are pushing for unified tax rates to create fair competition, ongoing differences in taxation and compliance rules continue to hold back the growth of Mexico's online gambling market.

Segment Analysis

By Game Type: Sports Betting Extends Lead on Event-Driven Momentum

By 2025, sports betting is projected to account for 56.41% of the market and grow rapidly at a 17.82% CAGR through 2031. This growth reflects Mexico's strong connection to soccer and its role as a co-host for the FIFA 2026 World Cup. Traditional table games and live-dealer formats continue to attract players by offering a realistic gaming experience online. In Central Mexico, more land-based players are moving to hybrid options that combine live video with on-screen betting, driving the growth of casino games.

Lottery products, deeply rooted in Mexican culture, are growing steadily but at a slower pace, as players focus on winning large jackpots. Bingo, the smallest segment, is seeing renewed interest due to social-play features and charity-focused initiatives that appeal to older audiences. Together, these segments create a balanced revenue mix, helping to stabilize the Mexican online gambling market during times when sports betting activity slows down.

Note: Segment shares of all individual segments available upon report purchase

By Platform: Mobile Dominance Mirrors Smartphone Economy

Mobile/tablet accounted for 63.92% of all stakes in Mexico's online gambling market and is projected to grow at an 18.15% CAGR through 2031. This underscores the pivotal role of handheld screens in user acquisition strategies. Progressive web apps and native Android downloads now provide seamless access to both betting and casino content through a single wallet. While desktops still cater to multi-screen users seeking broader odds grids and data visualization tools, their market share is poised to decline. This is largely due to the advent of 5G networks and more affordable devices, which are diminishing latency issues on mobile. 

In Mexico's online gambling landscape, banking agents play a crucial role, facilitating the transition from cash to digital. This is especially vital for rural populations that still lean towards physical currency. However, security remains a paramount concern. Platforms that invest in two-factor authentication and tokenized payment flows are witnessing improved conversion and retention rates. This trend underscores a vital insight: in the mobile realm, trust translates directly to lifetime value.

By Age Group: Millennials Anchor Volume While Gen Z Drives Velocity

Millennials aged 25-40 make up 49.44% of the Mexican online gambling market. They often use their disposable income to bet on soccer leagues and international tournaments. Their betting habits developed during Mexico’s early mobile internet growth, making them loyal app users and ideal customers for casino content. To engage this group, operators focus their marketing efforts on customer lifetime value. They also use soccer-themed jackpots to maintain interest among millennial players.

At the same time, the under-25 age group is growing quickly, with a projected CAGR of 16.73% through 2031. This younger demographic, heavily reliant on smartphones, is showing more interest in gambling and is becoming an important part of the market. For instance, data from the National Institute of Statistics and Geography (INEGI) reveals that in 2024, those aged 18 to 24 spent an average of 5.7 hours daily on their devices, closely trailed by the 25 to 34 age bracket at 5.6 hours ^{[3]Source: National Institute of Statistics and Geography (INEGI), "National Survey on the availability and use of information in households", inegi.org.mx}. Such increased screen time has amplified exposure to online gambling platforms, which frequently tailor advertisements and promotions to target these age groups. 

Note: Segment shares of all individual segments available upon report purchase

Geography Analysis

In 2025, Central Mexico held a 41.27% share of the country's online gambling market, supported by its large population, higher income levels, and strong LTE network. This leadership is further reinforced by widespread internet access, many banking outlets, and partnerships with club operators. These factors help lower customer acquisition costs and improve loyalty programs, such as free-bet credits for Liga MX matches. However, as the market becomes more saturated, marketing costs are increasing, leading companies to focus on CRM segmentation instead of broad advertising strategies.

North Central Mexico is growing rapidly, with a 16.19% CAGR, making it an important area for expansion. Platforms are offering customized odds for popular MLB and NFL games in the region. Industrial towns with reliable 4G networks and higher wages are boosting ticket values. Tax revenues from this region are becoming essential for state budgets, prompting stricter regulation of unlicensed sites. While northern regions benefit from dual-currency income and a strong digital presence, southern areas, which rely on cash deposits through OXXO stores, are expected to grow significantly, making the shift from traditional to online gambling easier.

Northern states are seeing strong growth, driven by high remittance flows and the influence of U.S. media, which has increased user engagement. In the south, although the market is smaller, it is expanding. Programs like “Internet para Todos” are improving rural internet access, unlocking new opportunities in areas that previously had only a few physical betting locations.