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Stake has launched Stake.mx in Mexico, operating through a local permit structure under SEGOB, the country’s gaming regulator, as the 2026 FIFA World Cup approaches.
The platform goes live under the licence held by Producciones Móviles S.A. DE C.V. and its operating entity Capali la Paz Operaciones S.A. DE C.V. Foreign operators cannot hold a SEGOB licence directly, making the agent-under-licence structure the standard route to market for international brands.
World Cup timing
Mexico co-hosts the 2026 edition alongside the United States and Canada. The tournament runs from 11 June to 19 July, with Mexico staging 13 matches across venues in Mexico City, Guadalajara and Monterrey. It is the first World Cup to feature 48 teams and the first co-hosted by three nations.
Jarrod Febbraio, director at Stake, said:
“We’ve built significant momentum across Latin America in recent years, including in markets such as Peru and Colombia, and Mexico represents a natural next step given its scale and long-term potential.”
Febbraio added:
“It gives us the opportunity to establish a strong presence ahead of one of the biggest sporting events in the world and deliver a world-class experience for Mexican players.”
Regulated market strategy
The Mexico launch extends a Latin America footprint that already includes Peru and Colombia. It follows Stake’s February entry into Denmark, where the operator secured a five-year licence, and sits within a broader pivot toward regulated, local-currency markets that <a href=”https://epicwins.io/2026/02/19/ed-cravens-regulated-market-play-the-quiet-strategy-behind-stakes-global-expansion/”>EpicWins examined in detail earlier this year.
In March, Stake signed former Belgium international Eden Hazard as its 2026 World Cup ambassador. The deal drew a response from Belgium’s gambling regulator, which noted that Stake does not hold a Belgian licence.
On the content side, Stake has been building out its proprietary offering under its Originals lineup while adding third-party suppliers to its library. The commercial build-out behind these regulated entries suggests a structured market-by-market approach rather than opportunistic expansion.
The Mexican market
Mexico’s iGaming market is valued at $970 million in 2026 and is projected to reach $1.96 billion by 2031, representing a compound annual growth rate of 15.11%, according to industry estimates. Sports betting accounts for the largest share of player activity, ahead of casino games and live dealer products.
The market is operating under increased fiscal pressure. The Mexican government confirmed a 2026 tax package raising the iGaming rate from 30% to 50% of gross gaming revenue, a shift that has already affected margin planning and promotional structures for operators in the country. A separate bill proposes restricting gambling advertising on broadcast channels before 10:30pm, though it remains pending legislative approval.
Mexico’s position as a co-host amplifies its significance in the regional context. <a href=”https://epicwins.io/2026/01/27/brazil-betting-market-7b-ggr-25m-bettors-in-year-one/”>Brazil reported $7 billion in GGR and 25 million bettors in its first full year of regulation, underlining the scale that Latin American markets can generate when regulatory frameworks are in place. Mexico’s combination of a large population, an established sports culture and World Cup infrastructure puts it in a comparable position for accelerated sportsbook growth.
With Mexico’s opening match at Estadio Azteca fewer than six weeks away, the launch window is narrow. For operators that have not yet entered the market, Stake’s local partnership model is likely to serve as a reference point as commercial and regulatory scrutiny around the tournament grows.
Source: iGaming Republic
