Betsson has launched a localised sports betting and gaming offering in Mexico, as the company seeks to maintain momentum on its Latin American expansion strategy.

Initially commencing operations on a trial basis, the betsson.mx brand will be managed by the company’s Latin American hub based in Bogota, Colombia, which will cooperate with the Malta-based division.

The group has set a goal of ‘ramping up commercial activities’ for larger tournaments in Mexico later this year, part of a wider focus on fostering regional growth through localisation and cultural embracement.

Andrea Rossi, Commercial Director for Latin America at Betsson Group, said: “We are overjoyed to have launched in Mexico, the second biggest gaming market in Latin America.”