Present and Future of Gaming in Mexico: Between Innovation and Responsibility

During a panel moderated by Karen Sierra Hughes, GLI Vice President for Latin America, the Caribbean, and Spain, the most relevant—and least explored—topics in the Mexican gambling market were addressed. Accompanied by Alfredo Lazcano, a lawyer specializing in gaming law, and David Sides, CEO of Logrand Entertainment Group, the conversation revolved around regulation, marketing, payment methods, and the future of responsible gaming.

An attractive market with clear rules

Mexico is positioning itself as a thriving market, with simple but effective legislation that allows for the development of an innovative industry committed to regulatory compliance. Self-regulation has been key to maintaining the sector's stability and has become a value shared by business owners and licensees.

One of the most notable advances is the agreement signed with UNAM (National Autonomous University of Mexico) to conduct a scientific study on the impact of gambling on Mexican society. According to the coordinator of the gaming industry group, "addiction gambling does not represent a significant threat today, but we must ensure that it never does." This joint effort seeks to provide concrete tools to authorities and the sector, with results expected in September.

Legal Framework and Responsible Advertising

Alfredo Lazcano delved into the current legal framework, highlighting Article 9 of the Gaming and Lottery Law, which establishes two key points:

• The obligation to include in all advertising a warning that gambling is prohibited for minors.

• The need to communicate that gambling should be understood as an entertainment activity.

In addition, the importance of influencers and public figures clarifying when it comes to paid advertising and ensuring that the products promoted are legal was emphasized. Lazcano also mentioned that, from an academic perspective, there is no direct correlation between advertising and compulsive gambling, which opens the debate on the effectiveness of advertising restrictions.

Future of Responsible Gaming

The panel anticipated possible changes in advertising regulations, with a view to protecting the most vulnerable sectors. The recent case of Argentina was mentioned, where influencers were sanctioned for promoting illegal gambling and then participated in awareness campaigns about the risks of online gambling for minors.

In Mexico, more robust self-exclusion mechanisms are being considered, especially on digital platforms, where technology allows for streamlined and secure processes for those who wish to limit their participation.

Customer-Centric Marketing

David Sides shared his company's philosophy: "Marketing should be in the room, not in the corporate office." This vision focuses on a direct connection with customers, understanding their real needs and adapting promotions and loyalty strategies based on their preferences.

Payment Methods: Regional Innovation

Karen Sierra highlighted the success of Pix in Brazil, where 98% of transactions are made through this system. This model, which eliminates the need to handle cash or cards, will soon be replicated in Colombia with a Pix-inspired currency, which could mark a regional trend in payment methods for the gaming sector.

Closing

This panel not only offered an overview of the current state of gaming in Mexico, but also outlined a roadmap toward a more ethical, transparent, and user-centered future. With academic initiatives, technological advances, and an industry increasingly aware of its social impact, Mexico is consolidating its position as a regional benchmark in the responsible development of games of chance. The real challenge will be to maintain the balance between growth and responsibility, without losing sight of the fact that gaming, above all, must be a safe and entertaining experience.

 

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