On 26 and 27 November, the GAT Caribe Cancun fair took place for the first time in Mexico. The future of physical casinos and online gaming were some of the topics discussed by the panelists at the conference ‘Panorama and Projection of Physical Casinos in Mexico’. 

This panel was moderated by Alejandra Gómez from Betstone, and three renowned businessmen of the Industry, as speakers: Enrique Manjarrez, Commercial Director of Novomatic Mexico, leading supplier of gaming solutions; José Antonio Macías, National Sales Director of Oklahoma Gaming, manufacturer and specialised supplier; and Sebastián Marmolejo, Sales Manager of SMI 2000, manufacturer with wide experience in the market.

The analysis and debate focused on some of the current challenges in terms of identifying and maintaining a loyal audience, attracting new segments of players in physical casinos, and enhancing the communication channels between physical casinos and online casinos. 

Impact of technology on the operation of casinos in Mexico

Live gaming specialist José Antonio Macías gave his point of view, explaining that ‘technology has transformed a relatively young industry in Mexico, compared to other countries, as it has been in the market for 12 years, significantly improving equipment and systems in the last seven years. Now, casinos have state-of-the-art tables and displays, comparable to those in Las Vegas, which has optimised both the operation and the player experience.’

Enrique Manjarrez, Novomatic Mexico focuses his speech on technology: ‘Technology is essential for the operational and strategic stability of casinos. Advanced systems such as player tracking allow us to personalise promotions and get to know players better. Moreover, the Mexican market has evolved towards a greater diversity of technological products that improve global competitiveness’.

Finally, Sebastian Marmolejo (SMI 2000) gave his view on the subject from his position as a representative of roulette manufacturers, and ATM development for casino halls: ‘Technological development is focused on connecting physical operations with digital platforms, such as roulette tournaments linked to online systems. It should be noted that ATMs have evolved with advanced functionalities, such as integration with sports betting and player tracking tools, which are specifically designed to attract new generations and build loyalty of new generation players’. 

Marketing strategies for customer loyalty in a competitive marketplace

In response to this topic, Sebastian gave his brief approach: ‘As a manufacturer, SMI 2000 provides tools that allow operators to promote their rooms through advertising on machines and cashiers. In addition, online promotions and the creation of games to build player loyalty are highlighted.’

Enrique focused on the marketing highlights and all the work being done, detailing that ‘the key is to get to know the market segment and adapt strategies, such as offering personalised experiences, with promotions, coupled with the use of technologies such as geolocation, push notifications and SMS campaigns’. He also added the importance of offering multi-sensory environments with advanced technology and flexible mathematics that enhance the player experience.

Mexico's prospects as a leader in the gaming industry within the LATAM market

José Antonio proposed to remain open to new ideas and experiments, such as progressive gaming tables and loyalty kiosks. ‘Mexico must continuously innovate to strengthen its position,’ he said.

Sebastián, considers Mexico a sleeping giant with great potential. He stresses the importance of adapting products to the demands of players, focusing on speed, graphics and diversity.

As for Enrique Manjarrez, he responded by emphasising three key pillars:
1. Proper regulation.
2. Collaboration between licensees, operators and providers.
3. Constant innovation in products and services.

All three panellists agree to adopt state-of-the-art technologies, and to continue to develop regulation to boost both physical and online gambling. 

The impact of the internationalisation of the Mexican market

According to Sebastián Marmolejo, ‘Mexico has a latent potential to attract foreign companies’, and adds that the company SMI2000 is in talks to start operations in the country in 2025. 

Related to this, Enrique Manjarrez refers to ‘diversification of the offer, operational optimisation, and greater foreign investment to boost the growth of the online industry, as well as revenue, and better paid jobs. 

From his expertise, José Antonio, reiterates that Mexico is a new regulated industry, and with 130 million inhabitants, Mexico offers unique opportunities. ‘It is crucial to remain open to new technologies and events that strengthen growth, such as this first major meeting in Cancun,’ he concluded.