SiGMA Group and Google Mexico have highlighted the growth potential of Mexico’s gaming market and the importance of regulatory compliance during a networking reception in Mexico City ahead of the SiGMA North America Summit.
Mexico Emerges as a Key Gaming Market
The event, co-hosted by SiGMA Nexus Elite and Google Mexico, brought together industry stakeholders at Google’s Mexico City office. SiGMA Group founder Eman Pulis and Google Mexico sales lead for fintech and gambling Yambot Aguilera discussed market opportunities, regulation and the evolving role of affiliates in Latin America.
Pulis described Mexico as one of the region’s most promising gaming markets, noting that SiGMA is continuing to focus on emerging markets where the industry sees significant growth opportunities.
He also emphasised the organisation’s commitment to supporting regulated gambling, including educating players about the differences between licensed operators and unregulated platforms. SiGMA’s business-to-government initiatives similarly aim to encourage closer cooperation between regulators, governments and industry stakeholders.
Google Focuses on Compliance and Affiliates
Aguilera highlighted Google’s growing focus on newly licensed affiliates, particularly across Latin American markets. While local licensing allows businesses to operate, he noted that advertisers must also meet Google’s own certification and advertising requirements.
This makes compliance an increasingly important consideration for operators and affiliates seeking to expand their digital presence. Google is also looking to support emerging advertisers and strengthen its affiliate segment, which has already developed strongly across markets including Brazil, Europe and the United States.
Long-Term Potential for Mexico
Pulis confirmed that SiGMA intends to maintain a long-term presence in Mexico as international interest in the market continues to grow.
The SiGMA North America Expo will take place at Centro Banamex in Mexico City from September 2–4, bringing together operators, affiliates, suppliers and other industry stakeholders.
With market expansion increasingly linked to regulatory compliance, responsible growth and digital advertising requirements, Mexico is expected to remain an important market for the wider North American and Latin American gaming industries.
