SiGMA Group and Google Mexico highlighted opportunities in Mexico’s growing gaming market and the importance of regulatory compliance at a networking reception in Mexico City ahead of this week’s SiGMA North America summit.
The event, co-hosted by SiGMA Nexus Elite and Google Mexico at Google’s Mexico City office, featured speeches by SiGMA Group founder Eman Pulis and Yambot Aguilera, Google Mexico’s sales lead for fintech and gambling.
Pulis said Mexico was rapidly embracing gaming and remained one of the most exciting markets in the region, as SiGMA continued to focus on emerging markets where the industry saw growth opportunities.
“We like to take pride in being in places where others shy away from stepping in. We like to be different, to be in emerging markets where the industry wants us to be,” Pulis said.
He also highlighted SiGMA’s efforts to promote regulated gambling among businesses and players, including educating consumers about the differences between regulated and rogue casinos.
Pulis said the group’s mission is to “enlighten the players to choose to go to regulated casinos, to explain the difference between rogue and regulated.”
Through its business-to-government arm, SiGMA also works with governments and regulators to promote regulated gaming, “to knock on every government door, and to help drive this narrative – that regulated gaming is the only way to go,” Pulis said.
Pulis said SiGMA planned to maintain a long-term presence in Mexico as industry interest in the market continued.
“We’re here to stay in Mexico. We understand that the industry will keep looking at Mexico – one of the most exciting markets in the region,” he said.
Aguilera said Google was seeking to work with newly licensed affiliates, particularly in growth markets such as Latin America, and could help businesses navigate the company’s certification and advertising requirements alongside local licensing rules.
“Sometimes the regulator or the country lets you run, but Google doesn’t,” Aguilera said.
He said Google was looking to support new advertisers and expand its affiliate segment, with affiliates particularly strong in Brazil, Europe and the United States.
“Google is aiming to bet on the new advertisers of the future,” he said.
Google’s approach is aimed at helping affiliates and operators grow together rather than focusing solely on operators, Aguilera said.
The SiGMA North America expo will take place at Centro Banamex in Mexico City from Sept. 2-4. Aguilera is scheduled to join a day-two panel discussion on regulation and revenue in North America’s state and provincial affiliate ecosystem.