Mexico Gears Up for a Major Overhaul of Gambling Laws — Big Implications for Affiliates

According to the proposed bill by Congressman Ricardo Mejía, the long-standing Federal Law on Games and Lotteries (in place since 1947) is set to be completely replaced. The aim? Bringing regulations in line with the digital age: more transparency, higher social responsibility, and stricter oversight.

What’s Changing — and Why It Matters

Here are some of the key proposed reforms:

• Licensing: The “one licence – one venue” principle could limit how many licences any single operator or location can hold. This will affect competition and may change how affiliates engage with operators.
• Taxes: A potential rise in the tax rate on gross gaming revenue (GGR) from 30 % to 50 % would increase pressure on operators’ margins — and could trickle down to affiliate deals.
• Responsible Gambling: Mandatory measures like self-exclusion programmes, deposit/bet limits and bans on ATMs in gaming zones are being proposed. These changes will affect player behaviour, which affiliates need to factor into campaigns.
• New Regulator: A new entity — the National Institute for Games and Lotteries — is proposed to take over regulation, inspection and enforcement. This means affiliates will likely face stricter compliance expectations.

What It Means for Affiliates

For affiliate marketers operating in or eyeing Mexico, this reform wave brings both changes and opportunities:

• Re-evaluate your operator partnerships: With higher taxes and stricter licensing, operators may reduce commissions or alter bonus structures. Affiliates should review their agreements and maybe prioritise more stable, regulated partners.
• Adapt your marketing content: As responsible-gambling rules tighten, the tone of your promos must reflect that. Highlight licensed, safe operators, clear terms, and responsible play instead of only aggressive bonus hooks.
• Shift focus from volume to value: With regulation becoming tougher, the value of long-term players increases. Affiliates who can bring players with higher lifetime value (LTV) may be rewarded over those chasing just high deposit numbers.
• Prepare for compliance and transparency: With a new regulator in the mix, expect more scrutiny of operators and affiliate traffic. Ensuring your tracking, creatives and compliance documentation are in shape will count.
• Get ahead with localisation & user behaviour: Mexico has its market specifics — language, payment methods, culture. Affiliates who tailor landing pages, content and UX to local habits will stand out in the upcoming regulated environment.

Final Thoughts

Mexico’s gambling market isn’t just evolving — it’s entering a new era. For affiliates, the rules of the game are changing. The brands that survive and thrive will be those that embrace transparency, support responsible play, and partner with operators who navigate regulation well.

If you prepare now — by learning the new landscape, aligning with the right operators, and adapting your strategy — you’re positioning yourself not just to keep up, but to lead.