MEXICO CITY – Mexico’s online gambling market is expected to grow to $1.9 billion within five years, driven by rapid digital adoption, a young customer base and strong demand for sports betting, according to industry analysts.
The sector is expanding at an average rate of about 15% annually, with sports wagering accounting for 56.4% of all online gambling activity. Football remains the dominant force in the market, with operators reporting traffic spikes of 40% to 60% during Liga MX matches.
Mexico also has the highest internet penetration rate in Latin America at 95.7%, a key factor in the industry’s growth. Roughly two‑thirds of online gamblers place bets with sportsbooks, and the core audience skews young, with most users between 18 and 34.
Affiliate networks and operators have increasingly targeted the market as a result. PIN‑UP Partners said football‑focused marketing continues to outperform other creative approaches and noted that its PIN‑UP brand’s partnership with Sevilla FC has strengthened its position in the region.
