Summary of Victors and Vanquished in SiGMA's Analysis on the Latin American Sector
In a recent report published by SiGMA, trends in the online gambling industry across Latin American countries were analysed, focusing on Mexico, Colombia, Argentina, and Brazil during the first quarter of 2025.
One of the key findings was the market leadership of Betsson Group in Latin America, particularly in Colombia. The group generated €74.5 million B2C revenue in Q1 2025, marking a 70% year-on-year increase, suggesting a strong SEO and market presence in the region. However, specific SEO ranking data for Betsson Group in Colombia was not provided.
In Mexico, the report found that Google.com remains the most visited site overall, with billions of visits, but there is no clear leader in online gambling SEO or website visits for the specified period. Operators in Mexico are expected to focus on digital marketing strategies, including SEO and affiliate marketing, to capitalise on the growing online traffic.
In Brazil, the gaming industry is growing rapidly, with increased engagement from users spending more time on betting platforms. Despite this, no direct data on Brazil’s leading online gambling operators or their SEO rankings were found in the given search results.
The report also highlighted the potential growth of the Latin American market, which is expected to grow fourfold by 2027. Operators are urged to prioritise consumer protection and adaptation to local specificities to fulfil the potential of this growing sector.
In terms of sports betting apps, Caliente leads in Mexico, followed by BET365 and Codere. In Colombia, BetPlay is the leading sports betting app, followed by 1xBet and Wplay. In Brazil, Bet365 leads in betting SEO analysis, followed by Betway and NetBet.
The report also delved into SEO and affiliate marketing strategies used by online gambling operators. In Colombia, Rushbet leads in betting SEO analysis, followed by Bwin and Wplay. In casino SEO analysis, Wplay is first, followed by Rushbet and Codere. In Mexico, oddschecker.com leads in both betting- and casino-related organic Google search results.
Mobile casino has overtaken both mobile and live betting, taking the first place in potential growth. Operators in Mexico are likely to strengthen their digital marketing strategies, including SEO and affiliate marketing, to tap into the growing tech-savvy and young demographic.
Colombia has implemented a temporary 19% VAT on online gambling, effective until December 2025. Argentina is moving towards a unified regulatory framework for online casinos, focusing on transparency, consumer protection, and combating illegal gambling.
In conclusion, while specific SEO ranking data for online gambling operators in Brazil and Mexico for the specified period is limited, the report highlights the market leadership of Betsson Group in Latin America and the potential growth of the industry in the region. Operators are encouraged to prioritise consumer protection and digital marketing strategies to capitalise on this growth.
Sports-betting operators in Colombia, led by BetPlay, are the frontrunners in the sports-betting app sector, followed closely by 1xBet and Wplay. Concurrently, in the broader Latin American market, online gambling operators are urged to prioritize digital marketing strategies, like SEO and affiliate marketing, to capitalize on the anticipated growth of the industry, which is expected to quadruple by 2027.
