G3-247 Report MEXICO - PART TWO
Betstone has presented its Cloud based gaming solution to Mexico and has been working in partnership with many operators for the last six years delivering premi- um content and business intelligence software.
SPIELO International took on a new Operations Manager in Mexico in 2011. Agustin Nieto now coordi- nates all Atronic’s activities in the country. SPIELO has had presence in the market for some time with success rates with the new Oxygen Cabinet and the perform- ance of Doggie Cash and Magic 5s. Some 230 cabinets were installed at Win&Win Casino operated by Nalibic and Doggie Cash and Magic 5’s were installed at Casino Hipodromo de la Americas.
GROWTH OF ONLINE GAMING Mexico is apparently one of the fastest growing internet
markets in the world and has the second largest internet user population in Latin America. In 2010 a study revealed that Mexicans spent more than 60 per cent of their time online on communication and entertainment sites.
The increase in internet use between 2005 and 2010 in Mexico was apparently almost 94 per cent with around 20.9 million internet users over the age of 18 in 2010.
Many US professional poker players cross the border to gamble in Mexico and Mexicans can also gamble at off- shore gaming web sites and today there are 476 betting sites which can accept play from Mexico such as Bet 365, William Hill, Betfred, Paddy Power etc.
The antiquated 1947 law did of course not consider tele- vision, internet and other mobile applications when it devised a gambling law. The calls to change the law need to be applied to cover this sector
However since 2007 licensed land casino operators in Mexico have been permitted to offer internet gambling and various partnership deals have been set up between the casino operators and online firms to facilitate this.
SEGOB granted 300 licences to bingo halls and included a paragraph in the law that will permit online gambling companies to operate in Mexico with ‘little interference
invaluable experience in these markets as a manufac- turer and operator.”
Meanwhile Novomatic’s Crown Gaming Mexico was founded in 2010 and operates gaming terminals in the market.
IGT operates over 10,000 video slot machines in Mexico and has its MegaJackpot products there plus SBX solu- tions. The company teamed up in a strategic partnership with Play City last year to provide products and systems such as the SBX Casino Management Solution and IGT Floor Manager.
Dan Mikesell, IGT Regional Vice President of Sales for Latin America said: “IGT is proud to introduce our sys- tems and games to Play City Casino. This strategic part- nership allows IGT to expand its products throughout one of the leading casino entertainment companies in Mexico while providing unique gaming experiences to their players.”
One of the first casinos to set up a fully licensed online casino was Palmas casino which was
at the time powered by Playtech software offering over 100 games.
from the government.’ This means that many of the reg- ulatory control to ensure safety and responsible gaming are also missing.
One of the first casinos to set up a fully licensed online casino was Palmas casino which was at the time pow- ered by Playtech software offering over 100 games. In 2011 the operators of Palmas Casino – Entretenimiento de Mexico (EMEX) was acquired by Canadian company, Las Vegas from
Home.com Entertainment Inc (LVFH)
who acquired 99 per cent share in the company to take over its online gaming business under the name of pal-
masbet.com and
palmaspoker.mx alongside its Playboy Casino Cancun and other 22 casinos.
The
palmasbet.com site offers poker, casino games, bingo and sports betting with table games and slots and instant lottery games.
LVFH is the creator of Real Vegas Casino on Facebook and also developed and created the Action Poker Network which was at the time home to over 500,000 players. It provides its own gaming platform.
The partnership with EMEX means that since spring 2011 over 6,000 Mexican residents have wagered real money bets on the Palmasbet poker site. The site is now pro- jecting a cash flow of US$30,000 to US$50,000 per month with an estimated revenue of US$30m a year from operations.
Grupo Caliente launched its online betting service in 2011 through the webpage
caliente.com.mx and today is regarded as the most prestigious and reliable betting site. Players must be over 18 years old and fill out a reg- istration form to play. No bets are accepted from coun- tries where online betting is illegal.
Meanwhile, Caliente’s telephone betting service emerged back in 1989 as an alternative during a strike action called by the labour union during this year. It is centralised in Mexicali, Baja California and although the conflict with the union was resolved in 1990 the opera- tion was then integrated at Tijuana. In 1993 the service ‘Sports Center’ was installed and continues to operate from this base today.
Players must be over 18 years and fill out an application form and have an initial cash deposit of $200. Caliente teamed up with Parlay Entertainment Inc
In March last year Playtech struck a deal with Grupo Caliente which will see the company take on the opera- tor as an online gambling software client. Playtech will supply its complete online casino product including table and slot games plus its branded online slot games based on Marvel super heroes and Hollywood block- busters.
The casino games will be supported by Playtech’s Information Management Solution technology platform. Caliente will operate the venture under the Mexican gaming regulation which covers Mexico and parts of Latin American. Playtech and Caliente will now work to provide services in other Latin American countries.
Also working with Grupo Caliente is Probability Plc who entered into an agreement in 2011 with the company and as such entered the Mexican market. The Probability products will be offered to players in Mexico and other Latin American market via Caliente’s gaming licence.
The company has been in business since 2004 and develops mobile entertainment gambling products. The first product was launched in 2004 and was a mobile slot game. As smart phones came to the fore after 2010 further products were developed and the company just launched its revolutionary Slot-o-Matic platform.
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