How to open an online casino in Mexico

Before diving into the logistics of launching an online casino in Mexico, it's essential to grasp the country’s unique gambling landscape. It’s one shaped by a growing digital audience and complex regulatory framework.

Mexico boasts one of Latin America’s most promising online casino markets. As of 2024, over 15 million Mexicans actively participate in online gambling, driven by mobile accessibility and a strong interest in sports betting. 

Yet despite this rapid growth, the legal environment remains complex and rooted in legislation dating back to 1947.

Mexico’s gambling industry is regulated under an old but still-enforced piece of legislation: the Federal Games and Draws Law (Ley Federal de Juegos y Sorteos), which came into effect in 1948. Despite its age, it remains the core legal framework for gambling in Mexico today.

Online gambling is not explicitly regulated under this legislation but is considered to be legal under the 2004 Regulations.

In November 2023, the president of Mexico announced a gaming reform decree that repealed and amended article 91 of the 2004 Regulation, meaning that new or renewed licensees could no longer offer casino games online, and existing licensees could only offer games until their current licence expires.

However, this was challenged by some Mexican casino operators in January 2025 and they were granted injunctions against the 2023 decree on the grounds of unconstitutionality.

Key point: Online gambling in Mexico is not directly regulated but online casino games and sports betting are both permitted. 

Online casinos tied to land-based licences 

Licence holders could previously request authorisation to jointly exploit their licence with a sub-licensor through association agreements such as joint ventures, operation agreements or other similar arrangements. The third party had to be a Mexican entity, with or without foreign capital. 

However, the amendments to the regulations made in November 2023 eliminated the sub-licensor structure. Although this does not mean that current sub-licensors have disappeared, this option is no longer viable for new ventures. Sub-licensors are restricted from:

• Acquiring corporate or administrative control of the licence holder
• Becoming a beneficiary of the licence holder
• Assigning the licensed operation to third parties

Gambling regulatory oversight in Mexico 

The primary regulatory body overseeing gambling activities in Mexico is the Secretaría de Gobernación (SEGOB), specifically through its Dirección General de Juegos y Sorteos (DGJS). 

SEGOB is responsible for issuing gambling licences, monitoring operators, enforcing compliance, and overseeing player protection initiatives. 

However, SEGOB does not currently issue online-specific licences, which is a critical nuance for any international operator looking to enter the market.  

Launching a successful online casino in Mexico takes more than a smart business strategy, it requires the right technology partner. Choosing a platform provider with a proven track record is essential for both a successful launch and future growth. 

It’s essential to use robust, scalable, and fully-compliant software that can adhere to the requirements of operating under a Mexican land-based casino licence. 

From Spanish-language support to local legal integration, any chosen platform must align with Mexico’s regulatory, technical, and cultural landscape to ensure a smooth and compliant launch.

Why platform localisation matters

To compete effectively in the Mexican online casino space, a platform must be fully localised in the following ways:

• A high-quality Spanish-language interface.
• UX/UI tailored to regional user behaviour.
• Mobile-first to match the growing number of Mexican mobile players.
• Games and promotions that reflect local tastes and Mexican cultural preferences. 

Localisation for the Mexican online casino market isn’t just about translating text into Spanish, it's about creating an experience that feels native to local players. Failure to fully localise your offering can lead to slow growth or, at worst, rapid failure.

Top-tier game integration

Today’s players expect variety, so any platform should allow easy integration of the following to enhance engagement and retention:

• RNG (Random Number Generator) games: Such as slots and table games. 
• Live casino experiences: Increasingly popular across Latin America. 
• Sportsbook: Especially focused on football, boxing, and baseball which is very popular across Mexico. 

Robust back-end infrastructure

A strong platform back end is just as important as the front end and should include:

• KYC and AML tools to stay compliant with local and federal requirements. 
• A built-in CRM system for personalisation and customer lifecycle management. 
• Affiliate management tools to drive acquisition. 
• Analytics and reporting dashboards to optimise performance. 

Mexico’s payment ecosystem is diverse compared to many Latin American markets and requires platforms to seek out tailored solutions. Popular payment methods among local online casino players include:

• Credit and debit cards: Issued by Mexican banks
• OXXO: Cash-based retail vouchers
• SPEI: Real-time local bank transfers
• E-wallets: Such as PayPal and Mercado Pago

Working with local payment service providers who understand the intricacies of Mexican banking and consumer behaviour is an ideal approach.

Doing so ensures that transaction systems are secure, PCI-compliant, and aligned with local financial regulations. Reducing friction in the payment process is critical to building credibility with Mexican players and driving long-term growth. 

Careful planning is required before marketing an online casino in Mexico, in light of the legal restrictions around gambling promotion. Gambling advertisements are permitted only if the operator has obtained the necessary authorisation from SEGOB and cannot be misleading or target minors in any way.

Popular marketing channels 

Despite the restrictive nature of casino advertising in Mexico, operators can use a strategic mix of the following channels to reach their potential audience. 

Social media: Platforms like Facebook, Instagram, and TikTok are widely used in Mexico and are an ideal channel for targeted marketing campaigns. Providers should check each platform's gambling advertising policies in Mexico to ensure compliance. 

Influencer marketing: This channel is rapidly growing in popularity across Mexico and offers a culturally authentic way to build trust and awareness.

Affiliate marketing: Using affiliates remains one of the most cost-effective channels for player acquisition. It can quickly help operators tap into established networks with performance-based models that focus on sign-ups and player acquisitions.

Cultural relevance is key

To succeed in the Mexican market, an online casino’s marketing must go beyond translation, it needs to feel truly local. This means using authentic Mexican Spanish, reflecting local customs and values, and tapping into things that trigger national pride and passion.

Aligning casino marketing campaigns with the following events and festivals is an ideal way to achieve this:

Liga MX football matches: Especially big rivalries like América vs Chivas. 

Lucha libre events: A true cultural staple with strong fan loyalty.

Mexican independence day: 16 de Septiembre is a major national celebration.

Día de los muertos: Day of the Dead is a deeply rooted and widely celebrated tradition.

Las posadas and Christmas: Popular seasonal moments of focus for festive promotions in December. 

El buen fin: Mexico’s equivalent of Black Friday, ideal for time-limited offers. 

Incorporating culturally familiar imagery, humour, and locally relevant incentives into casino messaging can help to build trust and boost engagement with Mexican players. 

Understanding the financial and tax obligations in Mexico is essential for any provider looking to run a compliant and profitable online casino. The country applies multiple layers of taxation that operators must account for when entering the market.

Gambling-specific taxes

As a general rule, operators are subject to a 30% tax on Gross Gaming Revenue (GGR) under Article 2o, Section (II)(B) of the Production and Services Special Tax Law 1980.

Player winnings are treated as taxable income federally at 1% and by varying percentages at state level.

Corporate income tax

All Mexican companies, including those operating online casinos, are subject to Corporate Income Tax (CIT) at a standard rate of 30%. Establishing a legal entity in Mexico means this tax applies to a platform’s net profits after allowable deductions. 

Licence holders and/or sub-licensors must also pay a fee to the Gambling and Raffles Bureau, ranging from 1% to 2% of their income from all bets.

Mexico is fast emerging as one of Latin America’s most exciting iGaming markets. With a vast, mobile-savvy population and a strong appetite for casino games and sports betting, the market offers tremendous opportunity for growth. 

However, launching an online casino in Mexico means navigating the country’s hybrid regulatory system and localising your platform, payments, and marketing to meet the expectations of Mexican players. 

The easiest and quickest way to launch is by partnering with a technology provider who understands the market. And that’s where Agreegain comes in. Take your first steps to a confident, compliant, and competitive launch into one of Latin America’s most promising iGaming markets.