The launch marks Coolbet’s tenth country of operations, with the brand providing sports betting and iGaming to the Mexican market.

Having started on 16 January 2022, Coolbet has partnered with a locally-licensed partner. Players can now access the personal experience through the products and local customer service, with the brand’s in-house team of bookmakers offering odds and a localised sports betting service, with events including the 2023 Mexico Open, MLB Mèxico, Copa Libertadores, Copa Sudamericana, Recopa Sudamericana and Formula 1.

“We are thrilled to be live and operating in the regulated Mexican market and bringing the award-winning Coolbet brand to local players,” said GAN President of B2C Endre Nesset. “We expect our share of the market to grow over time, but initially we expect both investment spend and revenue to be modest, as we gain familiarity with the market.”

Nesset added: “Thus far, our planned launch in Mexico has been asset-light, with limited marketing spend focused on targeted social media and digital campaigns, and plans to sponsor Mexican athletes and streamers to drive awareness. We look forward to supporting our local partners as we grow our presence in this exciting market.”

Last month, GAN signed an exclusive national partnership with WynnBet for GAN Sports and Super RGS. The deal follows a highly competitive analysis from WynnBet, with the company choosing to integrate the GAN Sports technology to power its online sportsbook operations across future US jurisdictions.

And in November 2022, GAN posted its Q3 results, which showed it took total revenue of $32.1m. The gambling business stated that revenue was ‘relatively flat compared to the prior-year quarter.’