Ladbrokes enters Mexico market

Bookmaker Ladbrokes has entered the digital market in Mexico via Sportium, its joint venture with slot machine company Cirsa.

Sportium, which operates as a betting company in Spain, is leveraging the regulated offline operations of Cirsa’s Mexican casino business Casino Life.

The new website is called casinolife.com.mx, with its sports-betting service SportiumBet offering wagering on football, basketball and American football.

Ladbrokes international managing director Damian Cope said: “Sportium continues to grow strongly through our retail and digital channels in Spain and we see further growth opportunities in that country.

“However, the strength of Cirsa’s extensive offline presence across Latin America now allows the joint venture to expand in that region.

"This digital entry into Mexico is very much a first step in our plans, not the culmination.

“Our ongoing international expansion offers Ladbrokes an opportunity to diversify away from the UK market.

"The success we have had at building and launching brands in Belgium, Spain, Australia and now Mexico gives us confidence that we remain on track to build a portfolio of strong international businesses.”

The move comes after Ladbrokes decided to withdraw its services from a number of unregulated European markets earlier this month, including Russia, Finland, Portugal and Armenia, following a yearly operational review.