EMERGING MARKETS
LatAm : Spanish-speaking SEO snapshot
Away from the Portuguese-speaking behemoth that is Brazil , gaming in other parts of LatAm is also growing at an accelerated rate . Martin Calvert delves into some Spanish-language markets to identify their SEO growth and potential
With the latest regulatory shifts , it ’ s unsurprising that Brazil is taking up a lot of the industry ’ s attention . However , here we ’ ll focus in on some of the other intriguing markets in LatAm – Colombia , Mexico and Peru .
SEO is a dynamic field so what follows is only a snapshot . We ’ ll look at some of the trends and methodologies cutting across all three nations and some important points of difference .
In comparing some snapshot analysis of top performers in these three countries , the goal of this article is to identify not just potential opportunities and trends but restate some SEO best practices that marketers in all jurisdictions can benefit from .
The state of play
All three countries are at different stages of market growth . Colombia stands out as the first nation with full regulatory standards for gaming although it ’ s evolving . From initial regulation and opening of the market , focus has turned to critical matters like player protection , problem gambling and tax thresholds .
Mexico in contrast has a more ambiguous picture as , while online operators are understood to only require partnership with land-based licence-holders , reviews of licences are ongoing . With the 2026 World Cup partly taking place in Mexico , we can expect a flurry of interest in online betting whether the legal quirks are ironed out by then or not .
Similarly , the situation in Peru is evolving , with firm plans for a new regulatory framework following the Ministry of Foreign Trade and Tourism ( Mincetur ) passing of Law No 31,557 to allow sportsbook and casino gambling . This should in time make rights and responsibilities clearer for bettors , affiliates and operators .
The common thread in all three countries is that regulation is still comparatively new and subject to change but is nevertheless starting to give a clearer picture of what the competitive landscape will entail for players , operator profits and the wider terms of engagement .
As a result , we can expect to see competition deepening and international brands become more bullish about investing money into paid and organic marketing .
What all the above means is that , from an SEO perspective , it will become necessary to defend current rankings energetically , all while remaining strategic about pursuing the ‘ new ’ rankings as part of a wider marketing mix .
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