What are the sports betting laws in Mexico?

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Learn how gambling legislation works in the country and people’s habits regarding sporting bets. 


Online gambling has been progressively growing over the last decade with the popularization of the internet. Since many of these websites operate in several countries different from their origin, this often raises questions about sport betting laws. In this article, we are going to address this question regarding Mexico.

Sports betting is legal in the country and a market that has snowballed in the country over the last few years. From 2009 to 2019, there was an incredible 1000% increase in bets. Per year, these numbers total 50%, according to Grupo Caliente Forbes, showing that there is still room for expansion.

An overview of Mexican betting habits and sports betting perception

Our betting and gambling LATAM report offers other interesting data and insights — most people in Mexico over 18 have placed a bet at least once in their lives. Only 20% reported never making one, while 42% have done it a few times. Another 15% do it once a month, 9% do it every week and 14% only do it only during major events, such as the FIFA World Cup.

The preferred events to bet on are local tournaments, but international ones also receive much attention, especially continental soccer championships such as the Champions League and Libertadores. 

Some features are essential for a website to stand out in the online gambling market in Mexico. 60% of our interviewers mentioned free bets and special offers as crucial, with a simple local payment system closely following it with 56%. Another highly-valued function with 53% was user-friendly navigation on the site. The language is also worth noting, being mentioned by 35% of people. 

Thinking market-wise, a thing which could make a difference for Mexicans in trusting a sporting bet company is the presence of a good ambassador, according to our data. The most accepted people for the job were TV presenters (42% approval rate), professional players (40%) and famous actors/actresses (34%).

How does app store optimization work?

The two main aspects of ASO are focused on click through rate (CTR) and the classification of search results. To reach a high CTR, it is important to persuade the users to click on the app logo by working on many visual aspects such as titles, prints, messages, rates and icons. 

  • The ASO (app/android store optimization) offers plenty of benefits to developers and app editors. When implementing the store optimization it is necessary to pay attention to the use of relevant keywords, interactive icons, optimization of the description, comments and rates, prints and videos. Taking this aspects into consideration, it is possible to obtain high results, however, bearing in mind:
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  • Please note that SEO and backlinks also influence the ASO: the Google search results can include app listings. Therefore, optimising the app content is fundamental. 

Why is sports betting legal in Mexico, and what the law says

Gambling was illegal in Mexico until, in 1947, the federal law on gambling and raffles was passed. At its core,it still remains the same to this day, but – especially of late with the boom in online casinos – it has undergone some changes. 

The law legalized gambling and gaming but made it clear that establishments needed government approval. It also states that continuous supervision by federal legal agencies must take place.

With the modernization of the way in which we bet, including the online boom, sport betting laws were also adapted to the modern day. Up until 2014, you could bet online since there were no mentions of it in the constitution, making it a loophole in the law. It was allowed, yet it still needed to be normalized. 

Betting had already been legal for a long time, but that particular year, a regularization of how much tax websites operating in Mexico should pay was put into place, which issued licenses to online establishments, among other additions to the law.

Those procedures were – and are still to this day – done by the SEGOB (Secretaria de Gobernácion). This agency takes care of Mexico’s internal politics and ensures the constitution is tightly enforced. They have a special division called DGJyS (Dirección General de Juegos y Sorteos) which works with gambling and raffles. 

It is their work to follow legislation, issue licenses, supervise, investigate complaints and apply sanctions, among other things. To know if a place – physical or online – is regulated by the DGJyS, you should look for the SEGOB seal, the license number and the specifications of what services they are allowed to offer. All of this encompasses multiple categories of gambling, which is why sport betting is legal.

The changes also brought more concern regarding bringing more security and rights to people who use these services. The law formalized several benefits, including that it should be possible to make all the payments in Mexican Pesos. This is an interesting one since, as we highlighted, a simple payment system is something many people value. In this same context, partnerships were permitted to take place between bookmakers and banks to facilitate deposits. 

SEGOB also created a direct line where users could denounce irregularities and any problems they had in this regard. But there were also some additional duties to carry out. Establishments must pay 30% of any profit in taxes, and users have to pay their way too. Most Mexicans agree with legal betting, and one vastly-quoted reason for this is that it could lead to economic growth, making it fair since a part of the revenue goes back into the country. In cases of victory, 21% of user profits must be paid as taxes.

Competitors in sports betting

The main regularized bookmarkers operating in Mexico today are Bet365, Betway, Betsson, Codere, and Caliente – this last one is the only one from the country. 

Opportunities

As we said at the beginning of this article, online sports betting is a segment still gaining traction strongly in Mexico. Of all online gambling, 60% of bets are on sports results, and the other 40% are made in casinos.

An opportunity worth considering is the combination of a Mexican strategy with a USA-based one since American sports are trendy there, emphasizing baseball and football, both highly watched and betted on in both countries.

Also, as you can see, casinos don’t separate themselves from sports bets in preference. Uniting these two could also be beneficial. Sport betting laws allow places to offer both services and can also be a good opportunity.

Written by: Henrique Castro