Stake sets sights on more LatAm growth after Mexico debut

(AsiaGameHub) –   Stake’s LatAm General Manager Diana Otalora says the company’s launch in Mexico ahead of the World Cup fits into the company’s long-term vision in the region, with further expansion opportunities being monitored.

Stake launched in Mexico earlier this month, operating as an agent under the intermediary Uno Capali’s licence agreement with the nation’s gambling regulator SEGOB.

The operator already holds licences in three other LatAm markets, having launched in both Colombia, Peru and Brazil since 2023.

With its Mexico operations now up and running, Otalora hints at further expansion as regulation evolves across LatAm, in an interview with iGB.

“LatAm is a strategic priority for us and there are other markets we’re actively monitoring,” Otalora tells iGB. “Stake is committed to redefining entertainment at scale – and that means bringing our product to more players.”

Stake is adopting a localised approach in each of its four regulated markets in LatAm, a necessary strategy given the cultural diversity across the continent.

“Every market is different, which makes Latin America very special,” Otalora continues. “The regulatory environments differ, user behaviour differs, sports preferences differ.

“That nuance is what makes regional experience genuinely valuable, and it’s why we approach each market slightly differently.”

Mexico ‘had everything’ Stake was looking for

In announcing its Mexico launch, Stake Director Jarrod Febbraio said the market marked the “natural next step” in the operator’s LatAm expansion due to its long-term potential.

Otalora echoes Febbraio’s thoughts, adding: “Mexico has everything we look for in a new market opportunity: a deep sports culture, a large and passionate population and accelerating digital adoption.

“We’ve always taken a long-term view in LatAm, and entering Mexico ahead of a major tournament it is co-hosting reflects our broader growth trajectory in the region.”

Febbraio said launching ahead of the World Cup reflected the company’s precision in entering valuable markets at the right moment.

But while the World Cup was a factor in the launch’s timing, Mexico has long been in Stake’s plans.

“Expanding our presence in LatAm and building a genuine connection with each local community is key to our growth,” Otalora states. “Mexico was already on our roadmap as a priority market.

“The World Cup created a compelling moment to move, but Mexico was already a priority – the long-term opportunity here is significant and we’re excited to bring our products to Mexican customers.”

Sponsorship set to play a key role

Stake’s global strategy has often involved sponsorship. The operator currently serves as the front-of-shirt sponsor of English Premier League club Everton.

The operator also served as the title sponsor of Sauber’s F1 team for the 2024 and 2025 seasons.

Sponsorship will likely again serve as an important tool for Stake as it looks to build brand awareness in Mexico.

“Sponsorship has always been central to how we build brand presence in markets where we operate and Mexico certainly has a rich sporting culture we can lean into,” Otalora concludes.

“We are always interested in activating locally and globally through relevant talent and means.”