How the affiliate market is growing in iGaming: the keys to Mexico in 2026

2026 Analysis: The iGaming Affiliate Market in Mexico

Mexico consolidated in 2026 as the second most important iGaming affiliate market in Latin America, behind Brazil. The growth of online gambling, mobile penetration of over 80% and the popularity of sports betting have made affiliates one of the main channels of player acquisition for national and international operators.

Overview of the Mexican market

Although Mexico maintains a regulatory framework based on the Federal Law on Games and Sweepstakes, the digital ecosystem continues to expand through licensed operators and international brands competing for qualified traffic. In this context, affiliate marketing accounts for between 30% and 60% of new registrations for many operators, depending on the brand and the type of product (casino or sportsbook). To better understand this new reality of the gaming world, Fernanda Figueroa, Affiliate Manager at 1win Partners explains in great detail all the secrets of the affiliate market in Mexico.

How would you describe the current state of the iGaming affiliate market in Mexico compared with other countries in Latin America?

“Mexico is, from my perspective, one of the markets with the greatest potential for iGaming affiliate marketing in Latin America, but it is also one where a lot of opportunities for growth are still open.

We have large publishers, content creators, streamers, social media communities, webmasters, and affiliates operating across a wide range of traffic sources and business models. 

What is interesting about Mexico is its sports calendar: Liga MX, NFL, boxing, and other verticals give the market peaks of interest throughout the year, rather than a single concentrated football season. This creates sustained opportunities for volume over the long run and rewards affiliates who can keep content running across the calendar instead of spiking around one tournament.

I believe the next step for Mexico is not simply having more affiliates, but affiliates who learn to work on retention and traffic quality: understanding who is behind that traffic, how a user behaves after registration, and what they are really worth. The ones who win will be those who build trust and think long term, not those who simply have more clicks." 

Europe Focuses on Specialization; Mexico on Versatility

 What are the main differences between the Mexican market and more mature markets, such as the UK or some European countries?

“The clearest difference between Mexico and more mature markets is not so much the “size” or the “potential,” but rather how affiliate marketing is built and operated on a day-to-day basis.

When talking about some European markets, affiliate marketing is already a very structured and mature industry.

In Mexico, we are still in a more hybrid stage. Many affiliates do a little bit of everything: content, paid media, social media, partnerships… and that is not a bad thing. On the contrary, it is what makes the market so dynamic. But it also means that there is still a lot of learning involved in professionalizing processes: from measuring traffic quality beyond the registration itself, to understanding the real value of a user over time.

Something I see very clearly in Mexico — and which is sometimes underestimated — is that trust carries more weight than structure. You do not necessarily need a large comparison website to influence a user's decision. Sometimes a content creator, a Telegram community, or even a well-built Instagram account can have more impact than a traditionally “optimized” website.

That completely changes the game.

I don't think the future of affiliate marketing in Mexico will simply be a copy of Europe. It will be a combination of performance marketing and local digital culture: more creators, more communities, more real-time content, and greater diversification beyond purely SEO-driven models and traditional comparison websites, while still recognizing the importance of those models”. 

Opportunities Mexico Currently Offers New Affiliates and Operators

"Mexico should not simply be treated as “another LATAM GEO.” It has its own consumer habits, language, sports culture, and digital behavior.

For operators, this means there is room for much more localized strategies and long-term partnerships with affiliates who genuinely understand the Mexican consumer.

And for new affiliates, I believe the barrier to entry should no longer simply be “having traffic.” The real competitive advantage lies in knowing what audience you have, how to convert it, how to measure its quality, and how to generate sustainable value for the operator”.

What does an operator actually look for in an affiliate in 2026?

"First, an affiliate needs to be transparent about where the traffic is coming from, what type of audience they have, and how they are reaching it. A smaller, highly relevant audience can be much more valuable than a large audience that does not convert. 

The second thing is local market knowledge. In Mexico, for example, understanding the audience goes beyond simply speaking Spanish. It means understanding the sports culture, the content formats people actually engage with, the local calendar, and what makes users trust a recommendation. That local knowledge can make a big difference in the quality of the traffic.

I also look for consistency. An affiliate who can generate value throughout the year is much more interesting than someone who appears only when there is a major tournament and then disappears. The strongest affiliates are able to adapt their content and strategy to different moments in the calendar and keep their audience engaged over time.

And finally, the best affiliates are the ones you can build a long-term partnership with. They test new ideas, analyse data properly and stay open to optimizing — rather than simply asking for a link and waiting for results." 

Scaling Affiliates with Localized Tools

“I think one of the most important things for the next stage of the Mexican market is making it easier for good affiliates to scale.

From an operator's side, it means giving partners more than a rate — it means infrastructure they can grow and scale on. For us that's flexible payout models that evolve as the partner grows; a personal manager who speaks their language and helps at every stage of the launch; and a local community around the brand, where partners share what works and build new connections.

Ultimately, I think the goal for both operators and affiliates should be to grow the market responsibly and sustainably, building partnerships that create value for everyone involved”.

In this context, SiGMA North America 2026 will bring together the main leaders of the industry in Mexico City. SoloAzar will closely cover the event with interviews, analysis and news for its readers. Those who plan to attend can still get a 30% discount on their registration by using the code Soloazar30SIGMA, an exclusive benefit for the SoloAzar community.