Mexico has quickly emerged as one of the most promising GEOs for iGaming affiliates and for good reason. With a large, mobile-first population, increasing internet penetration, and a cultural openness to both gambling and sports betting, the region offers stable traffic with high conversions, loyal players, and solid ROI when approached strategically.
At PIN-UP Partners, we’ve worked closely with affiliates across several LATAM markets, and Mexico consistently stands out for its performance and scalability. If you’re already running traffic in the region or just thinking about testing new GEOs, this guide will give you a full picture of the Mexican iGaming landscape: from a clear profile of the target audience and insights into user behavior and local trends to top traffic sources and proven tips for crafting high-converting creatives and landing pages.
When it comes to language — yes, Spanish is spoken by 96% of the population. But it’s important to note: this isn’t European Spanish, it’s Mexican Spanish. This language has its own vocabulary, tone, and cultural cadence. Phrases, slang, and even certain keywords used in campaigns (like “tragamonedas” for slots or “apuestas deportivas” for sports betting) must reflect local usage. Indigenous languages like Nahuatl and Yucatec Maya are still spoken in some regions but account for a combined under 4%, and are generally not used in mainstream marketing.
Mexico’s national currency is the Mexican peso (MXN). One peso currently equals approximately $0.05 USD, meaning 100 MXN ≈ $5. This conversion rate shapes how consumers perceive value, and it’s especially relevant for affiliates working with bonus-driven offers or deposit campaigns.
That said, there’s also a strong secondary segment aged 35 to 44, particularly visible in the sports betting vertical. These users tend to be more brand-loyal and predictable in behavior. They respond better to streamlined UX, reliable payout systems, and consistent value through ongoing promotions, rather than flashy one-time bonuses (but it may also work).
When it comes to gender, men still make up the majority, especially in sports betting. These users often follow influencers, betting groups, or match prediction pages and respond well to odds boosts and in-the-moment promos.
At the same time, the female player base is growing steadily, particularly in the casino vertical. Women aged 25–40 are increasingly engaging with slots, bingo, and crash games for relaxation or fun, and not necessarily for high-stakes wins. They tend to prefer soft visuals, smoother UX, and messaging that leans into entertainment rather than pressure to win big.
Mentality-wise, Mexican players are emotion-driven. It’s about the thrill, the ritual, the “today’s my lucky day” vibe. That’s why creatives tied to jackpots, beginner’s luck, or local events convert better than generic promos. Trust is critical. Users drop off fast if something feels off. Native language, familiar payment options, and clean design go a long way.
The average monthly income is around 11,000 MXN (approximately $630 USD). Players aren’t high-rollers — they’re looking for value. Offers with low deposit requirements, clear bonuses, and smooth withdrawals win.
Players tend to deposit small amounts — often 100–300 MXN — but do so frequently, especially if the platform feels rewarding and trustworthy. And when it comes to payments and withdrawals, it’s all about convenience: SPEI and MercadoPago are the go-to methods.
Mexico’s mobile internet ecosystem is rapidly evolving:
Culturally, gambling is socially accepted. Many users view online casino games as a form of entertainment rather than a taboo activity. Slot and crash games, in particular, have gained major traction due to their accessibility, simplicity, and potential for quick wins.
As for the popular online casino games, here are top 10 most-played online casino games in Mexico:
Popular slot games
Popular crash games
Speaking of online casino game providers, Mexican users are already familiar with many of the top global studios. Pragmatic Play is one of the most recognized names in the region, particularly for its slot games and live casino offerings. Other highly popular providers include:
By the way, right now, the Liga MX Clausura 2025 season is heating up, with the playoffs — the famous Liguilla — just around the corner. This is peak engagement time. Emotions are high, fans are loyal, and bets are flying. If you’re an affiliate, this is the moment to jump in with club-specific offers, live betting promos, or even simple odds boosts timed around matchdays.
And speaking of loyalty, Mexican fans are incredibly devoted to their teams. Club América and Chivas de Guadalajara lead in nationwide support, but teams like Cruz Azul, Tigres UANL, and Monterrey also have massive followings, especially in cities such as Mexico City, Monterrey, and the surrounding northern regions. Campaigns that feature team colors, key players, or fan-targeted language can hit the emotional sweet spot and drive real conversions.
Player-focused campaigns can also resonate well with Mexican users. Well-known national stars like Guillermo “Memo” Ochoa (a goalkeeper for Primeira Liga club AVS and the Mexico national team), Hirving “Chucky” Lozano (a winger for Major League Soccer club San Diego FC and the Mexico national team), Raúl Jiménez (a striker for Premier League club Fulham and the Mexico national team), and rising talent Santiago Giménez (a forward for Serie A club AC Milan) generate consistent buzz—especially when playing in international leagues. Promos tied to their performances, goal-scoring odds, or special bet boosts around their matches can create highly engaging ad angles.
While football takes center stage, other sports have carved out their own betting niches:
For affiliates, betting in Mexico offers a vibrant and event-driven landscape. Creatives that highlight live odds, match-specific promos, or player performance bets tend to perform best—especially when they’re localized and timed with real-world sporting events.
When running PPC, it’s critical to:
On the technical side, campaign structure matters. It’s advisable to create separate ad sets by region and funnel stage to compare cost-per-acquisition across segments. Use UTM parameters such as utm_campaign=mx_fb_cdmx to keep performance tracking clear and granular.
Your funnels should be optimized for mobile speed and performance, since the majority of users access content on mobile. Pre-landers should ideally be built with fast-loading tools like Tilda, Unbounce, or AMP frameworks, and designed to resemble local blog posts, news articles, or reviews.
Integrating Facebook Pixel or Google Tag Manager is critical for tracking and optimizing campaign performance, especially if you’re pushing traffic to apps or hybrid pre-landers. PPC in Mexico also offers another key advantage: relatively low CPMs compared to Tier 1 GEOs. This makes it perfect for A/B testing multiple angles, scaling successful ones, and iterating quickly based on direct data.
Key tactics include:
For technical execution, make sure your app store metadata uses the es-MX locale to trigger country-specific indexing. To monitor performance and rankings, tools like AppTweak, Mobile Action, or Sensor Tower are essential. Use Google Play Experiments to A/B test store visuals and descriptions.
Moreover, ASO is particularly effective when combined with performance marketing for installs (e.g., using UAC or app install campaigns on Meta) to boost rankings and accelerate discovery.
To succeed with SEO in Mexico:
Track your SEO performance using Google Search Console (targeting Mexico), and build internal link structures that guide users to high-value converting pages. Though SEO requires more time to build momentum, it offers long-term organic growth and trust, especially as market competition rises.
1. Football-themed creatives and landing pages. Football is a religion in Mexico. Referencing popular clubs (like Club América or Chivas), big tournaments (Liga MX, World Cup, Champions League), or national stars (Chucky Lozano) instantly captures attention. For example, a banner that says “Bet on Club América and Get a Victory Bonus!” with visuals in team colors can outperform standard promo ads. Or something like in the pics below.
2. Cultural symbols. Elements of Mexican identity do wonders in visuals:
3. Holiday-driven offers. Mexican users also respond strongly to cultural references and national pride. Creatives inspired by Día de los Muertos, with vibrant sugar skulls or traditional patterns, create an immediate emotional connection. Around major holidays—Independence Day (September 16), Cinco de Mayo (May 5), or Christmas (December 25)—users expect themed promotions.
4. Cash & bonuses front and center. Be clear and bold: show how much users can get and how easy it is to start. Use large fonts, visible numbers, money graphics (stacks of pesos), and payment icons.
5. UGC-style creatives. User-generated-style content works great on TikTok, Facebook, or pre-landers. It looks real, feels trustworthy, and gets clicks. Example: “I didn’t believe it at first, but I placed a 100 peso bet — and doubled it. Here’s the link!”
Other things to use in creatives/landing pages:
At PIN-UP Partners, we’ve got everything ready for you — proven funnels, localized creatives, and managers who actually know what works in Mexico. We don’t just hand you an offer and wish you luck — we’re here to help you test, scale, and win.
So what are you waiting for? Start driving traffic to Mexico with PIN-UP Partners and watch the results roll in.
At PIN-UP Partners, we’ve worked closely with affiliates across several LATAM markets, and Mexico consistently stands out for its performance and scalability. If you’re already running traffic in the region or just thinking about testing new GEOs, this guide will give you a full picture of the Mexican iGaming landscape: from a clear profile of the target audience and insights into user behavior and local trends to top traffic sources and proven tips for crafting high-converting creatives and landing pages.
General overview: population, income, and more
With a population of over 131 million, Mexico ranks as one of the most populous countries in Latin America. Urbanization stands at nearly 88%, with major metropolitan hubs like Mexico City, Iztapalapa, and Guadalajara serving as ideal targets for campaigns due to their high concentration of internet users and purchasing power. In fact, 14% of the population resides in the top five cities.When it comes to language — yes, Spanish is spoken by 96% of the population. But it’s important to note: this isn’t European Spanish, it’s Mexican Spanish. This language has its own vocabulary, tone, and cultural cadence. Phrases, slang, and even certain keywords used in campaigns (like “tragamonedas” for slots or “apuestas deportivas” for sports betting) must reflect local usage. Indigenous languages like Nahuatl and Yucatec Maya are still spoken in some regions but account for a combined under 4%, and are generally not used in mainstream marketing.
Mexico’s national currency is the Mexican peso (MXN). One peso currently equals approximately $0.05 USD, meaning 100 MXN ≈ $5. This conversion rate shapes how consumers perceive value, and it’s especially relevant for affiliates working with bonus-driven offers or deposit campaigns.
Spotlight on the players or the profile of the target audience
Most active players are between 18 and 34 years old. They’re mobile-first, always online, and quick to try new platforms. They expect fast registration, mobile optimization, and instant gratification, which makes crash games, slots, and quick-win promos incredibly effective.That said, there’s also a strong secondary segment aged 35 to 44, particularly visible in the sports betting vertical. These users tend to be more brand-loyal and predictable in behavior. They respond better to streamlined UX, reliable payout systems, and consistent value through ongoing promotions, rather than flashy one-time bonuses (but it may also work).
When it comes to gender, men still make up the majority, especially in sports betting. These users often follow influencers, betting groups, or match prediction pages and respond well to odds boosts and in-the-moment promos.
At the same time, the female player base is growing steadily, particularly in the casino vertical. Women aged 25–40 are increasingly engaging with slots, bingo, and crash games for relaxation or fun, and not necessarily for high-stakes wins. They tend to prefer soft visuals, smoother UX, and messaging that leans into entertainment rather than pressure to win big.
Mentality-wise, Mexican players are emotion-driven. It’s about the thrill, the ritual, the “today’s my lucky day” vibe. That’s why creatives tied to jackpots, beginner’s luck, or local events convert better than generic promos. Trust is critical. Users drop off fast if something feels off. Native language, familiar payment options, and clean design go a long way.
The average monthly income is around 11,000 MXN (approximately $630 USD). Players aren’t high-rollers — they’re looking for value. Offers with low deposit requirements, clear bonuses, and smooth withdrawals win.
Players tend to deposit small amounts — often 100–300 MXN — but do so frequently, especially if the platform feels rewarding and trustworthy. And when it comes to payments and withdrawals, it’s all about convenience: SPEI and MercadoPago are the go-to methods.
Internet penetration and mobile usage in Mexico
With 86.51% internet penetration, Mexico boasts one of the highest connectivity rates in Latin America. Access is even higher in urban centers. The majority of users are mobile-first, meaning that mobile-optimized funnels and lightweight landing pages are essential.Mexico’s mobile internet ecosystem is rapidly evolving:
- 4G LTE coverage reaches over 90% of the population, serving as the default network for most mobile users.
- 3G remains active, especially in rural and semi-urban zones, which account for slower load speeds and less reliable connections.
- 5G is currently available in select metro areas like Mexico City, Monterrey, and Guadalajara, but adoption is still in early stages and largely limited to high-income, tech-savvy users.
- Android accounts for over 85% of mobile devices
- iOS holds around 14–15% of the market, with usage concentrated in higher-income urban areas
Social media usage
Social media is where the Mexican audience truly lives online—over 70% of the population actively uses social platforms. This includes:- Facebook (93M users)
- TikTok (85.4M)
- YouTube (83.6M)
- Instagram (48.8M)
- Messenger (57M)
- Plus emerging traction on Telegram (11.6M), Snapchat (15.1M), and Pinterest (26.7M)
iGaming landscape in Mexico: what you need to know
Mexico’s iGaming market is among the most active and steadily growing in Latin America. Online gambling is widely accessible and continues to expand thanks to high demand and strong mobile adoption. So, let’s dive deeper into gambling and betting in Mexico in more detail.Gambling in Mexico
Gambling in Mexico is legal and popular, but regulated under laws that haven’t been significantly updated since the 1940s. Land-based gambling is overseen by the Ministry of the Interior (SEGOB), and online gambling is permitted only through authorized land-based licensees. Still, many major online brands (like PIN-UP) operate with foreign licenses and attract large audiences without facing legal pushback.Culturally, gambling is socially accepted. Many users view online casino games as a form of entertainment rather than a taboo activity. Slot and crash games, in particular, have gained major traction due to their accessibility, simplicity, and potential for quick wins.
As for the popular online casino games, here are top 10 most-played online casino games in Mexico:
- Oink Oink Oink (Slots)
- Age of the Gods: Cash Collect (Slots)
- Aviator (Crash)
- Spaceman (Slots)
- Breaking Bad: Cash Collect & Link (Slots)
- Blue Wizard (Slots)
- Mega Fire Blaze: 3 Wizards (Slots)
- Buffalo Blitz (Slots)
- Big Bass Crash (Crash)
- Legacy of the Tiger (Slots)
Popular slot games
Popular crash games
Speaking of online casino game providers, Mexican users are already familiar with many of the top global studios. Pragmatic Play is one of the most recognized names in the region, particularly for its slot games and live casino offerings. Other highly popular providers include:
- Spribe. Popular for their crash game Aviator, which continues to gain strong traction across LATAM.
- Play’n GO. Widely appreciated for titles like Book of Dead, often featured in welcome offers.
- SmartSoft. Known for crash and arcade-style games like JetX and Balloon, well-suited to Gen Z and Millennial players.
- Evolution. Dominant in the live casino space, especially among high-intent players looking for immersive table games.
Betting in Mexico
Deeply woven into the country’s sporting culture, local betting enjoys widespread popularity and consistent user engagement throughout the year. At the heart of it all is football—by far the most bet-on sport in Mexico. Whether it’s the national Liga MX, European tournaments like the Champions League or UEFA Euro, or international events such as the FIFA World Cup, Mexican bettors show up in droves.By the way, right now, the Liga MX Clausura 2025 season is heating up, with the playoffs — the famous Liguilla — just around the corner. This is peak engagement time. Emotions are high, fans are loyal, and bets are flying. If you’re an affiliate, this is the moment to jump in with club-specific offers, live betting promos, or even simple odds boosts timed around matchdays.
And speaking of loyalty, Mexican fans are incredibly devoted to their teams. Club América and Chivas de Guadalajara lead in nationwide support, but teams like Cruz Azul, Tigres UANL, and Monterrey also have massive followings, especially in cities such as Mexico City, Monterrey, and the surrounding northern regions. Campaigns that feature team colors, key players, or fan-targeted language can hit the emotional sweet spot and drive real conversions.
Player-focused campaigns can also resonate well with Mexican users. Well-known national stars like Guillermo “Memo” Ochoa (a goalkeeper for Primeira Liga club AVS and the Mexico national team), Hirving “Chucky” Lozano (a winger for Major League Soccer club San Diego FC and the Mexico national team), Raúl Jiménez (a striker for Premier League club Fulham and the Mexico national team), and rising talent Santiago Giménez (a forward for Serie A club AC Milan) generate consistent buzz—especially when playing in international leagues. Promos tied to their performances, goal-scoring odds, or special bet boosts around their matches can create highly engaging ad angles.
While football takes center stage, other sports have carved out their own betting niches:
- Boxing (a cornerstone of Mexican sports culture, boxing enjoys consistent betting interest thanks to the country’s proud legacy of champions like Julio César Chávez, Canelo Álvarez, and Juan Manuel Márquez)
- Baseball (particularly popular in northern Mexico, baseball sees sharp spikes in betting activity during the Major League Baseball (MLB) season. Fans closely follow stars like Julio Urías and Randy Arozarena)
- American football (the NFL has a growing fan base in Mexico, fueled by regular season games hosted in Mexico City and a strong media presence. Teams like the Dallas Cowboys and Pittsburgh Steelers have cult followings, which translates into strong betting numbers during the season and Super Bowl.)
- NBA basketball (the NBA’s global popularity and high-paced gameplay appeal to younger audiences in Mexico. Mexican-American players like Juan Toscano-Anderson have helped draw local attention, and marquee events like the NBA Playoffs and Finals trigger significant betting interest.)
For affiliates, betting in Mexico offers a vibrant and event-driven landscape. Creatives that highlight live odds, match-specific promos, or player performance bets tend to perform best—especially when they’re localized and timed with real-world sporting events.
Top traffic sources for iGaming affiliates
To make real profit in the Mexican iGaming market, choosing the right traffic source is just as important as the offer itself. For affiliates, the most effective channels are PPC, ASO, and SEO.PPC
PPC remains one of the fastest and most scalable ways to acquire traffic in Mexico. Platforms like Meta (FB + Instagram) and Google Ads (UAC & Search) dominate, offering broad reach and solid targeting capabilities.When running PPC, it’s critical to:
- Use Spanish-language (specifically for Mexico) creatives and copy
- Test GEO-specific targeting (by city or region)
- Include familiar payment logos and culturally relevant visuals (will talk about it later on)
- Optimize funnels for mobile speed and load time
On the technical side, campaign structure matters. It’s advisable to create separate ad sets by region and funnel stage to compare cost-per-acquisition across segments. Use UTM parameters such as utm_campaign=mx_fb_cdmx to keep performance tracking clear and granular.
Your funnels should be optimized for mobile speed and performance, since the majority of users access content on mobile. Pre-landers should ideally be built with fast-loading tools like Tilda, Unbounce, or AMP frameworks, and designed to resemble local blog posts, news articles, or reviews.
Integrating Facebook Pixel or Google Tag Manager is critical for tracking and optimizing campaign performance, especially if you’re pushing traffic to apps or hybrid pre-landers. PPC in Mexico also offers another key advantage: relatively low CPMs compared to Tier 1 GEOs. This makes it perfect for A/B testing multiple angles, scaling successful ones, and iterating quickly based on direct data.
ASO
In a country where more than three-quarters of users are mobile-first, ASO really makes sense. Mexican users are used to downloading apps for entertainment, making this a natural acquisition funnel.Key tactics include:
- Targeting high-volume Mexican Spanish-language keywords (e.g., apuestas deportivas, tragamonedas, casino online)
- Using localized app titles and descriptions (mention bonuses in pesos (MXN), highlight local sports events, and reflect familiar game types)
- Test icons, screenshots, and feature graphics using popular visual cues: local sports jerseys (e.g., Club América, Chivas), celebratory elements like lottery scratcher themes, confetti, or Lucha Libre aesthetics
- Gathering positive reviews to boost trust and rankings
For technical execution, make sure your app store metadata uses the es-MX locale to trigger country-specific indexing. To monitor performance and rankings, tools like AppTweak, Mobile Action, or Sensor Tower are essential. Use Google Play Experiments to A/B test store visuals and descriptions.
Moreover, ASO is particularly effective when combined with performance marketing for installs (e.g., using UAC or app install campaigns on Meta) to boost rankings and accelerate discovery.
SEO
While PPC brings volume and ASO targets mobile users, SEO delivers some of the highest-quality traffic in terms of user intent. Users searching for terms like “mejores casinos online Mexico,” “jugar casino online dinero real,” or “bonos sin depósito casino” are actively looking to play, and often convert well when served comparison content, reviews, or bonus aggregators.To succeed with SEO in Mexico:
- Focus on long-tail Spanish queries with high search intent
- Build locally optimized content hubs (e.g., guides to betting apps, operator reviews, how-to articles)
- Prioritize on-page optimization for speed, readability, and mobile UX
- Acquire .mx backlinks and internal links to improve authority
Track your SEO performance using Google Search Console (targeting Mexico), and build internal link structures that guide users to high-value converting pages. Though SEO requires more time to build momentum, it offers long-term organic growth and trust, especially as market competition rises.
Crafting high-converting creatives/landing pages for Mexico (with examples)
To succeed in the Mexican market, affiliates need more than just attention-grabbing visuals—they need creatives that feel authentic, localized, and emotionally engaging. In this GEO, cultural resonance can make or break your campaign. Ads that tap into local symbols, language, and values consistently outperform generic, globally reused creatives. Here’s what works best:1. Football-themed creatives and landing pages. Football is a religion in Mexico. Referencing popular clubs (like Club América or Chivas), big tournaments (Liga MX, World Cup, Champions League), or national stars (Chucky Lozano) instantly captures attention. For example, a banner that says “Bet on Club América and Get a Victory Bonus!” with visuals in team colors can outperform standard promo ads. Or something like in the pics below.
2. Cultural symbols. Elements of Mexican identity do wonders in visuals:
- Sugar skulls and Día de los Muertos themes
- Sombreros, cacti, piñatas
- Flags, folkloric patterns, traditional ornaments
3. Holiday-driven offers. Mexican users also respond strongly to cultural references and national pride. Creatives inspired by Día de los Muertos, with vibrant sugar skulls or traditional patterns, create an immediate emotional connection. Around major holidays—Independence Day (September 16), Cinco de Mayo (May 5), or Christmas (December 25)—users expect themed promotions.
4. Cash & bonuses front and center. Be clear and bold: show how much users can get and how easy it is to start. Use large fonts, visible numbers, money graphics (stacks of pesos), and payment icons.
5. UGC-style creatives. User-generated-style content works great on TikTok, Facebook, or pre-landers. It looks real, feels trustworthy, and gets clicks. Example: “I didn’t believe it at first, but I placed a 100 peso bet — and doubled it. Here’s the link!”
Other things to use in creatives/landing pages:
- Local payment methods: show logos like Banorte, BBVA, and SPEI
- Mobile-first focus: vertical videos, screenshots of mobile interfaces
- Spanish language: use casual, local slang — keep it real, not formal
- Hot trends: memes, pop culture, TikTok sounds, or local news references that are trending right now
- Yellow color. In Mexico, yellow is often associated with mourning, so it’s best to steer clear of it in your creatives.
- Cats. Surprisingly, cats can trigger a negative reaction. Many people in Mexico simply dislike them, so using cat imagery may harm your results.
Start driving traffic to Mexico with PIN-UP Partners!
Mexico is a top-tier opportunity for affiliates who know where to look. With low entry costs, high user engagement, and consistently strong conversion rates, this GEO keeps outperforming oversaturated markets.At PIN-UP Partners, we’ve got everything ready for you — proven funnels, localized creatives, and managers who actually know what works in Mexico. We don’t just hand you an offer and wish you luck — we’re here to help you test, scale, and win.
So what are you waiting for? Start driving traffic to Mexico with PIN-UP Partners and watch the results roll in.
