Play'n GO Discovers the Winning Formula in Vibrant Mexico

The Mexican market stands as a pinnacle within Latin American iGaming, catalyzing the growth of numerous gambling companies in the region. This GEO (Geographical Expansion Opportunity) has been instrumental in propelling their expansion efforts.

This year alone, Mexico's gaming revenues are poised to soar to $2.72 billion, with an annual growth rate (CAGR 2024-2029) of 7.47%. This trajectory suggests that the leading Spanish-American nation holds the potential to rival the entire Latin American market size, projected to hit $3.90 billion by 2029.

Amidst this promising landscape, significant opportunities await for gambling businesses seeking to establish a foothold in Mexico. However, realizing genuine and sustainable success in one of the world's fastest-growing markets requires a strategic approach.

Curtis Roach, Head of Content at iGF, engaged in a dialogue with Michelle Stefanelli, Head of Sales for Southern Europe and Latin America at Play'n GO, to delve into the prospects of this dynamic GEO.

Michelle shares insights gleaned from six years of spearheading Play'n GO's operations in Mexico, illuminating new avenues of opportunity within the country. Crucially, she discusses the strategies necessary to maintain a competitive edge in the vibrant and prosperous landscape of Latin America.

— Mexico stands out as a pivotal emerging market within Latin America, offering international operators an enticing landscape for expansion. How does this jurisdiction factor into Play'n GO's growth strategy in the region, and what are the prospects for advancing iGaming in the future?

 — Play'n GO's journey in Mexico dates back to 2018, preceding the widespread interest in the online gaming industry in Latin America. Today, Mexico remains a cornerstone of our operations in the region and serves as a strategic gateway to neighboring jurisdictions.

We hold a deeply optimistic outlook for the future of this GEO. Notably, Mexico boasts robust economic strength within Latin America, coupled with high levels of mobile connectivity—a testament to the country's conducive environment for innovation. Apple's significant investment in Mexico, marked by the establishment of numerous development labs, underscores the ample opportunities for genuine innovation within the region.

Moreover, recent reforms to Mexico's federal gaming and betting laws augur well for the future of iGaming. Collaborating closely with the trade association AIEJA, we are committed to fostering the sustainable development of the sector to the benefit of all stakeholders.

Our overarching focus remains unwavering: to consistently deliver world-class entertainment, forge enduring partnerships with our operator counterparts, and ensure that online casino enthusiasts in Mexico embark on an unforgettable gaming journey from inception to conclusion.

— How have you tailored your content and game mechanics to resonate with Latin American audiences, especially considering that many Mnesica customers are relatively new to online gaming? And how does this compare to your experiences in more mature European markets?

 — Adapting our offerings to cater to diverse audiences across more than 25 regulated markets worldwide has been integral to our success. In Latin America, our longstanding presence in the region provides us with a deep understanding of player preferences, enabling us to continuously expand our footprint.

When introducing newcomers to online slots, one standout game worth mentioning is Gerard's Gambit, launched last year. It uniquely blends gameplay with educational elements, offering an accessible entry point for players unfamiliar with slots—an approach that has resonated well.

Similarly, Garagantoonz has garnered success in markets where the slot sector may not be as mature as in Europe. Its intuitive gameplay, recognizable theme, and overall enjoyment factor make it a hit among players.

It's crucial to highlight that while some vendors may capitalize on less mature markets to promote games and mechanics that we deem unsafe or unsustainable, we prioritize delivering sustainable, entertainment-focused experiences. For instance, our recent survey in Sweden revealed that 55% of slot players advocate for the banning of bonus purchases—a mechanic we omit from our games. We believe this sentiment extends to other markets, including Latin America, as players increasingly seek fair and engaging gaming experiences. Upholding ethical standards and providing compelling entertainment remains paramount, even in emerging markets.

— With the recent ban on electronic slot machines in Mexico, what implications do you foresee for the online slot market in the future? How can the online sector adapt effectively to evolving market dynamics?

 — Undoubtedly, the ban presents an opportunity for the iGaming sector, but it necessitates a measured approach focused on sustainable development. Recognizing the inherent differences between land-based and online gaming, we've long championed responsible gaming practices. Our commitment extends beyond excluding bonus purchase games to ensuring that players engaging in online slots have an enjoyable experience, irrespective of the outcome. It's imperative to elevate our offerings, providing value to players and integrating iGaming into their monthly entertainment budget akin to other subscription services like Netflix or Xbox Live.

— This year, Play'n GO will participate in the Mexican Gaming Show (IAJA). Why is it crucial for a brand to be present at such exhibitions, and what are your expectations from this participation?

 — The Mexican Gaming Show (IAJA) holds significant importance for Play'n GO, serving as an invaluable platform to not only showcase our latest innovations but also engage with both existing and prospective partners. Participating in IAJA affords us insights into a burgeoning market, enabling us to stay abreast of emerging trends and player preferences. The direct feedback garnered from our operator partners informs our strategic decisions and shapes our product development endeavors. While Play'n GO enjoys recognition in Mexico, we view our participation as an opportunity to reaffirm our dedication not just to Mexico but to Latin America as a whole. Our presence underscores our enduring commitment, and we eagerly anticipate the opportunity to engage with industry stakeholders and demonstrate our ongoing support for the region's gaming landscape.