This week the UK betting operator announced that it had launched Sportium sports betting and gaming products under Cirsa Mexican casino brand Casino Life.
Mexican igaming consumers will be able to play Sportium betting products on the CasinoLife.com.mx website. Ladbrokes will utilise Casino Life land based casino operations to expand brand and product awareness of Sportium betting services.
Ladbrokes first outlined plans to enter the Mexican igaming market in August 2013, as the company announced its Spanish online gaming partnership with Cirsa. The company’s initial product launch for the market was postponed due to regulatory issues as Ladbrokes and Cirsa planned to market entry for 2014 FIFA World Cup.
The Casinolife.com.mx site has been approved by the country’s Ministry of the Interior (Secretaría de Gobernación/SEGOB), who have additionally approved the brands sports betting and games services.
Speaking to industry news source EGR Magazine Damian Cope, International Managing Director at Ladbrokes commented on the company’s Mexican market entry
“These are very much a first step in our plans, not the culmination. The success we have had at building and launching brands in Belgium, Spain, Australia and now Mexico gives us confidence that we remain on track to build a portfolio of strong international businesses,”