Mexico’s burgeoning gaming market has unlimited potential, industry experts say, fueled by one word: technology.

That was the consensus of panelists on the “Evolution of the Mexican Market in Short and Medium Term” session at the SBC Summit Latinoamérica at Seminole Hard Rock Hotel & Casino in Hollywood, Florida.

“When you watch the Mexican market and how it has been evolving, it’s important to put it into context,” said German Sarmiento, CEO of Mexbet, at the all-Spanish-language conference, speaking through an interpreter. Sarmiento said 25 million gamblers in the country aren’t yet playing digitally. “Mexico is one of the top 10 countries in digital engagement. It’s very important for the Mexican market to understand its potential.

“The Mexican consumer is prone to look for these exciting experiences,” he continued. “The scope and potential of the Mexican people willing to be part of this experience are huge.”

Jorge Rojas, director general of Prometeo IT, said the embrace of technology and the speed at which it’s advancing is key.

“(Gaming) is 100% technical and this is a super opportunity,” he said. “We have 129 million inhabitants and a high percentage of them have access to technology. It’s moving so fast. It used to be every six months there was an advancement. Now? There are advancements every two months.”

Erick Sapién, director of Gana 777, said expanding online offerings brings room to grow the overall casino industry.

“The trend in Mexico is that we’ll be continuing to grow in online topics. Users know and they’re following the online world,” he said. “The market is ready to receive additional proposals. We have big competitors here. The trend is quite positive. The Mexican market is full of opportunity, as long as we remain responsible innovators.”

More freedom for Mexican operators will translate into growth, too, said Sergio Escobar, business-development director for Rushbet Mexico, citing Spanish limits on monthly gambling spend.

“It’s an easier market to access than other countries with more stringent regulations. The mobile market is growing,” he said, adding that not just operators, but also suppliers, find it easier to innovate in Mexico.

And the country has come out of the COVID pandemic stronger, according to Emilio Quirós, director general of Big Bola. “Look at the resilience of our economy. Whatever happens, Mexico has always been resilient. Right now, everything is working. The market is competitive. We’re all growing.”