Lottery.com has returned to Mexico via its Aganar platform, marking the latest step in freshly rebranded parent firm SEGG Media’s international expansion mission.
Aganar is a local Mexican firm licensed as an online retailer for the country’s National Lottery games, acquired by Lottery.com back in 2021 prior to the SEGG rebrand.
Latin America is a key focus market for SEGG under its new identity. The Aganar platform has been reactivated under the firm’s new management, and SEGG projects that it will generate $5.2m in revenue with yearly growth of around 18%.
Tim Scoffham, Lottery.com International CEO, said: “I’m thrilled that we’re now in a position to expand our engagement in the Mexican market. Lottery.com was previously a key player in the region which unfortunately was hindered due to historical corporate difficulties.
“We have worked hard with our local operator to restructure the operations and we’re well positioned for market growth in Mexico. Importantly, this is just the start of the execution of our international gaming strategy.
“We are already actively evaluating additional countries, with the ambition to launch further operations in Q3 and Q4 of this year.”
New identity, same ambitions
Latin America has been on Lottery.com’s agenda for many years, with expansion across the region one of the main reasons behind the company’s acquisition of Aganar back in 2021.
The firm saw Aganar as a way of not just getting in on the lucrative Mexican lottery market but as a catalyst to expand across Latin America in general, taking note of the $9.8bn value of lotteries across 26 Latin American countries.
At the time of the 2021 takeover, Lottery.com was a provider of online lottery services, primarily as a courier, but in the years since it has been widening its scope with the acquisition of the Sports.com sports media site and Concerts.com ticketing platform.
Aganar’s activities fit broadly in line with SEGG/Lottery.com’s historic focus – functioning as an online platform to sell Mexican National Lottery draw games, instant win tickets and other games of chance, though it also has a federal online sportsbook and casino licence.
Despite this lottery-oriented development, the firm seems committed to further extending its reach in other areas. It is particularly interested in the US sweepstakes casino sector, clearly not deterred by opposition from the likes of the American Gaming Association (AGA) and state regulators, and digital gaming in general.
More generally, the firm has outlined goals of expanding its gaming operations throughout Latin America, Africa, Asia and Europe, as well as growing its existing Mexican operations.
These international ambitions were outlined earlier this year, and Lottery.com/SEGG leadership has made it clear that it is on the lookout for new acquisition targets or partnerships, particularly in the sports technology space.
SEGG Media Chairman and CEO, Matthew McGahan, said: “I have reported to shareholders for months now that our top priority has been to get Lottery.com operational as fast as possible in order to complete the turnaround.
“Generating revenues is, of course, a key priority for the Company, our shareholders, and future investors. With the relaunch in Mexico, we are demonstrating tangible progress. This is the first step in a broader LatAm expansion, and we are committed to scaling Lottery.com back into a position of strength globally.”