Gibraltar-based gaming operator Addison Global has entered the Mexican igaming market, through a new partnership with TV Azteca subsidiary Ganador Azteca.
Its partnership with the gaming division of the local media giant allows it to advertise around live sports coverage on the free-to-air TV Azteca network.
“This latest market expansion represents a significant step forward for our business,” Addison Global chief executive Juergen Reutter said. “Mexico is a sports mad, digital-savvy market, with massive potential for our sector.
“MoPlay brings a mobile-first, millennial-focussed product offering that will make a significant impact.”
This includes in-play inserts shown as part of the broadcaster’s coverage of the Liga MX football division and boxing bouts. It will also have a presence on TV Azteca’s websites and mobile portals.
To further establish itself in the market, it has signed up sports presenter Ines Sainz as a brand ambassador, the MoPlay’s first ever, who will promote the brand to more than 4m social media followers.
“I’m thrilled to partner with MoPlay, a modern and fresh new brand for sports and betting fans in Mexico,” Sainz said. “I’m excited to get started with sports and betting content across TV, digital and my social channels.”
Finally, it has struck a shirt sponsorship agreement with Liga MX club Atlas FC. The Guadalajara-based team is one of the best-supported clubs in the country, and the deal will see MoPlay gain access to players for promotional activities, and have a brand presence at the team’s Estadio Jalisco from January next year.
The agreement with MoPlay is the second partnership between Ganador Azteca and an international betting and gaming brand. In June this year it announced a similar agreement with bet365, which saw the Stoke-based operator launch under the bet365.mx domain.
These new entrants will compete against incumbents such as the Playtech-powered Caliente offering, and Codere, which is active in the market via the Greenplay.mx brand.
