US-based gaming company GAN has launched its online sports betting and casino offering in Mexico through the Coolbet brand.

The firm announced the news in a Tuesday press release this week, highlighting that Mexico will represent Coolbet’s tenth country of operations. GAN has partnered with a locally licensed partner to facilitate the launch, which will permit Mexican players to wager through the platform.

According to GAN, a localized sports betting menu will include popular events in the Central American country. For instance, bettors will get to wager on the 2023 Mexico Open, MLB Mexico, Copa Libertadores, Copa Sudemericana, Recopa Sudemericana, and Formula 1, among other sports and leagues.

We expect our share of the market to grow over time”

Commenting on the launch, president of B2C for GAN Endre Nesset described the company as “thrilled” to launch in Mexico. He 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.” He explained that the launch has thus far been “asset-light” and used “limited marketing spend.” ?