Online gambling solutions provider GAN has announced the launch of its Coolbet brand in the Mexican market.
Operating in collaboration with a locally licensed partner, the brand went live earlier this week and has been customized to offer localized betting options to players in the country.
Mexican consumers can wager on events such as the 2023 Mexico Open, MLB Mèxico, Copa Libertadores, Copa Sudamericana, Recopa Sudamericana and Formula 1 motor racing.
“We are thrilled to be live and operating in the regulated Mexican market and bringing the award-winning Coolbet brand to local players,” GAN’s B2C president Endre Nesset said. “We expect our share of the market to grow over time, but initially we expect both investment spend and revenue to be modest, as we gain familiarity with the market.
“Thus far, our planned launch in Mexico has been asset-light, with limited marketing spend focused on targeted social media and digital campaigns and plans to sponsor Mexican athletes and streamers to drive awareness.
“We look forward to supporting our local partners as we grow our presence in this exciting market.”
GAN acquired Vincent Group, the parent company of Coolbet, in January 2021.
At the time, GAN said the purchase positioned the business as a full-service B2B solutions provider for real-money gaming in the US, and as a vertically integrated B2C competitor in selected international markets.