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Mexico is one of the hottest GEOs for iGaming in LatAm. A large population, rapid growth of Internet coverage, high interest in online entertainment, and loyal attitude to gambling and betting – all this gives arbitrageurs a great base for launching stable PPCs with good conversion and ROI.
We at PIN-UP Partners have been working with LatAm for a long time, and Mexico consistently gives top results in terms of performance and scaling. If you are already sending traffic to this region or are just looking at it, our guide will help you figure out what’s what: the portrait of the target audience, user behavior, local trends, working traffic sources, and tricks. We will even show you how to make really converting creos and landing pages.
Let’s figure out why Mexico is worth your attention – and how to get the most out of this market.
With a population of over 131 million, Mexico is one of the most densely populated countries in Latin America. The urbanization rate reaches almost 88%, and large metropolitan areas such as Mexico City, Iztapalapa, and Guadalajara are top cities for targeting due to the high concentration of Internet users and purchasing power. By the way, the five largest cities are home to about 14% of the country’s total population.
As for the language: yes, 96% of the population speaks Spanish. But it’s important to note that this is not classical European Spanish, but a Mexican dialect. It has its own vocabulary, intonation, and even humor. Therefore, slang, phrases, and keywords in creole (such as tragamonedas (slots) or apuestas deportivas (betting)) should be adapted to the local context. In some regions, indigenous languages are still spoken (Nahuatl, Yucatec Mayan), but it is less than 4% and is usually not used in advertising.
The national currency is the Mexican peso (MXN). One peso is equal to approximately $0.05 USD, i.e. 100 MXN ≈ $5. It is important to take this into account when setting up bonuses and depots, since local users perceive the value of offers through the prism of the exchange rate.
The most active players are young people aged 18 to 34. They are typical mobile-first users: they do almost everything from their phones, are constantly online, and enjoy new platforms. They value quick registration, instant access, and fast downloads. That is why crash games, slots, and instant win promotions are a hit.
At the same time, there is a powerful second segment – users aged 35 to 44. They are particularly active in betting. Such players are usually loyal to the brand, predictable in their behavior, and respond better to a clear interface, stable payout system, and ongoing promotions that create long-term value. However, flashy one-time bonuses can also work.
As for the gender distribution, men are still in the majority, especially in betting. They follow forecasters, analytical pages, and influencers, and actively catch promotions with boosts on odds and instant bonuses for specific events.
At the same time, the female audience is gradually growing, especially in the casino vertical. Women aged 25-40 are increasingly playing slots, bingo, and crash games for fun and relaxation, not for big wins. They prefer a soft visual style, user-friendly interface, and a general “play for fun” atmosphere.
Moreover, Mexican players are very emotional. They value excitement, ritual, and the feeling of “today is my lucky day.” That is why creatives related to jackpots, newbie luck, or local events convert better than general promotions. Trust is very important here, and if something raises suspicion, the user leaves immediately. The native language, familiar payment methods, and clean design are all important.
The average monthly income is about 11,000 MXN (approximately $630 USD). Offers with low entry, transparent bonuses, and simple withdrawals are well received. Deposits are usually small, in the range of 100-300 MXN, but stable. If users trust the platform and enjoy it, they will return. Convenience is the most important factor in deposits and cashouts: SPEI and MercadoPago are the most commonly used.
With an internet penetration rate of 86.51%, Mexico has one of the highest connectivity rates in Latin America. In cities, this figure is even higher. Most of the traffic comes from mobile phones, so mobile funnels and lightweight landing pages are a must-have, no other options.
The mobile Internet ecosystem in Mexico is developing rapidly:
In terms of devices and operating systems, Android dominates the market:
The national domain “.mx” also increases user trust, so using .mx domains in prelenders or landing pages can positively affect CTR and conversion. Therefore, when launching campaigns to Mexico, be sure to focus on loading speeds, mobile compatibility, and local context when creating campaigns.
Social media is the real life environment of the Mexican online audience, with over 70% of the population actively on different platforms. In the top:
This rich digital landscape gives affiliates ample opportunities for promotion. You can engage in storytelling with influencers on TikTok and YouTube, retarget on FB, or collect leads via Instagram. TikTok is a particularly effective channel, as native formats based on memes and trends are great for betting promotion.
The iGaming industry in Mexico is one of the most active and stable in Latin America. Online gambling is widely available here and continues to grow due to high demand and active mobile usage. So, let’s take a closer look at the situation with gambling and betting.
Gambling in Mexico is legal and very popular, although it is regulated by laws that have not been significantly updated since the 1940s. Land-based casinos are controlled by the Ministry of the Interior (SEGOB), and online gambling is allowed only through officially licensed land-based operators. However, many large online brands (such as PIN-UP) operate under foreign licenses and attract a wide audience without legal complications.
Culturally, gambling is perceived positively in Mexico. For many users, online casinos are primarily entertainment, not something “forbidden.” Slots and crash games are especially popular due to their simplicity, accessibility, and the ability to win quickly.
The most popular online casino games among Mexican users:
As for the PIN-UP products, the most popular slots and crash games can be seen in the images below.
Mexican users are well acquainted with the world’s top casino game providers. One of the most recognizable is Pragmatic Play, especially for its slots and live casinos. Other providers that are popular are:
Mexican players prefer games with simple mechanics, vivid graphics, and fast payouts, which is ideal for mobile campaigns and gamified creatives.
Sports betting is deeply rooted in the country’s sporting culture and enjoys consistent popularity throughout the year. Football is undoubtedly at the center of it all – it is the most popular sport for betting in Mexico. Fans actively bet on both the national Liga MX and European tournaments (Champions League, Euro), as well as international events such as the FIFA World Cup.
By the way, the Clausura 2025 of the Liga MX is in full swing right now, and the playoffs (Liguilla) are on the horizon. This is a period of maximum engagement: emotions are at their highest, fans are as active as possible, and there are plenty of bets. For affiliates, this is the perfect time to pour in event traffic: you can tie creatives to specific clubs, run promotions for matches, or push higher odds.
And let’s not forget about fan loyalty. Mexican fans are fiercely supportive of their clubs. The most popular are Club América and Chivas de Guadalajara, but Cruz Azul, Tigres UANL, and Monterrey also have a huge fan base, especially in Mexico City, Monterrey, and the north of the country. Campaigns with elements of club symbols, mentions of key players, or messages targeted to the fan base evoke a strong emotional response and convert well.
Creatives tied to players also work well. Stars of the national team, for example:
They are often in the spotlight during international matches. Add a familiar player to the creo and you immediately raise interest. Such connections work emotionally – and this = click-through rate + conversion.
Despite the dominance of football, other sports also have their own niche betting audiences:
For affiliates, betting in Mexico is an eventful and emotional market. Creatives that emphasize real-time odds, match promos, or special player bets work best – especially when they are localized and synchronized with actual sporting events.
To make a real profit in the Mexican iGaming market, it is important to choose the right traffic source – no less important than the offer itself. For affiliates, the most effective traffic sources are PPC, ASO, and SEO.
Contextual advertising remains one of the fastest and most scalable ways to drive traffic to Mexico. The main platforms are Meta (Facebook + Instagram) and Google Ads (UAC and search campaigns), which provide wide reach and flexible targeting.
To make a profit, consider a few important points:
Whitehat creatives in the native style work best. Pre-launchers that look like local blog posts, news articles, or testimonials can significantly increase conversions.
From a technical point of view, the structure of the campaign is extremely important. It is recommended to create separate adsets by region and funnel stage to clearly track CPA. UTM tags such as utm_campaign=mx_fb_cdmx will help you see where traffic is coming from and which links are working.
The whole funnel is for mobile. It’s better to build your pre-empts on Tilda, Unbounce, or AMP to make them load as fast as possible. And don’t forget, everything should be in the local style to make it work for the user.
And one more thing: be sure to connect Facebook Pixel or Google Tag Manager – without tracking, it will be difficult to optimize and scale, especially if you are pouring on upsells or hybrid landing pages.
PPC in Mexico also has another important advantage: relatively low CPMs compared to the first-tier PPC. This makes it ideal for A/B testing different creatives, scaling successful variants, and making quick iterative improvements based on real data.
In a country where more than three-quarters of users access the web from mobile devices, ASO (App Store Optimization) really works. Mexicans are used to downloading apps for entertainment, so it’s a native engagement funnel.
Key tactics:
ASO cheat sheet on metadata for marketplaces:
For the technical implementation, make sure that the app metadata in the page uses the es-MX locale to trigger Mexico-specific indexing. Use AppTweak, Mobile Action, Sensor Tower tools for analysis, and Google Play Experiments for testing. Then you will see what really converts.
ASO works best when paired with performance marketing for installs: UAC or Meta Ads campaigns can drive downloads, improve rankings, and speed up app discovery by new users.
While PPC provides volume, and ASO focuses on the mobile audience, SEO provides the highest quality intentional traffic. Users who enter queries such as “mejores casinos online Mexico”, “jugar casino online dinero real” or “bonos sin depósito casino,” are ready to play, and all you need to do is lead them to the right page.
To make SEO really work:
Do not neglect technical SEO. Use the .mx domain or the /mx/ subdirectory structure with properly implemented hreflang tags (hreflang=”es-MX”) to signal relevance to search engines. Make sure that the site is mobile-first, loads in less than 2.5 seconds, and uses structured data (FAQs, breadcrumbs, reviews) to increase visibility in search results.
Track SEO performance with Google Search Console and build an internal link structure that leads users to pages with high conversion potential. Although SEO takes longer to gain momentum, it provides long-term organic growth and credibility, especially as the market becomes more competitive.
To break into Mexico with a good conversion rate, colorful banners are not enough. Creations need to be native, localized, and emotionally charged. In this GEO, the cultural context can either elevate a campaign or completely destroy it. Advertising that uses local symbols, language, and values consistently performs better than generic creatives from exchanges or spin-off services. And here’s what works best:
Football is almost a religion in Mexico. Mentions of favorite clubs (e.g. Club América or Chivas), major tournaments (Liga MX, World Cup, Champions League) or national stars (Chucky Lozano) immediately attract attention.
A simple banner in the team colors with the phrase “Bet on Club America – get a bonus for winning!” can give many times better returns than regular advertising without a local message. Or here are some examples in the pictures below.
Mexican users respond very well to familiar elements:
Mexicans actively respond to everything that appeals to national pride. Vivid images for Día de los Muertos, Independence Day (September 16), Cinco de Mayo (May 5) or Christmas (December 25) evoke an immediate emotional response.</span
Be direct: show how much the user will get and how easy it is. Big numbers, a clear message, how much you can win and how easy it is to start – it always works. Wads of pesos, familiar payment logos, a simple call-to-action, and you have a warm lead.
Pseudo-content from users works great on TikTok, Facebook, or on prelens. It looks “real,” inspires trust, and garners clicks.
A simple example:“I didn’t believe it, but I bet 100 pesos and doubled it in a minute. Try it yourself! Here’s the link….” –and this is already arousing curiosity.
What else is worth using in creatives/landing pages:
What to avoid:
The main rule is that creatives and landing pages for Mexico should be emotional, bold, and local. When a user sees something familiar – a favorite team, a familiar holiday, or “their” language – the likelihood of a click, trust, and conversion increases significantly.
Don’t be afraid to test different approaches, but always consider the local context and communicate with the audience in your own way. This is how you turn impressions into real results
Mexico is a real top destination for affiliates who know where to look for opportunities. Low entry threshold, high user engagement, and consistently strong conversion rates – this GEO consistently outperforms oversaturated markets.
At PIN-UP Partners, we have everything ready: working funnels, localized creatives, and managers who really know what works in Mexico. We don’t just give you offers, we help you test, scale, and boost your ROI.
So what are you waiting for? Start driving traffic to Mexico with PIN-UP Partners and watch the results speak for themselves.