Ladbrokes Enters Mexican iGaming Market

London-based bookmaker and gaming operator Ladbrokes plc has launched a new regulated online gaming site in Mexico called Sportium, through a joint venture with Spanish operator Cirsa.

Sportium, a multi-channel betting operator in Spain and official betting partner of La Liga, had launched a new regulated website in Mexico, leveraging the regulated, offline operations of Casino Life, Cirsa’s Mexico casino business.

The new website, casinolife.com.mx, comprises sports betting and casino products, bingo and over 200 slot games. SportiumBet is the sports betting service on the site, carrying a broad range of betting markets with particular focus given to the popular sports of football, basketball, baseball and American football.

Ladbrokes first outlined plans to enter the Mexican iGaming market in august 2013, but regulatory issues forced a delay until this year.

A statement released by the company said the online gambling site was authorized by Mexico’s Ministry of the Interior and that it “meets all legal requirements and measures necessary to ensure a fair and safe gaming environment.”

“Sportium continues to grow strongly through our retail and digital channels in Spain, and we see further growth opportunities in that country,” said Damian Cope, managing director of Ladbrokes International. “However, the strength of Cirsa’s extensive offline presence across Latin America now allows the joint venture to expand in that region. This digital entry into Mexico is very much a first step in our plans, not the culmination.”