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Aviv Sher sets ambitious timeline for Spain market recovery while positioning Mexico as Codere Online's flagship market for 2026 World Cup opportunities.
Mar 4, 2026 · 4 min read
Codere Online CEO Aviv Sher has outlined an aggressive recovery strategy for the Spanish market, targeting a full restoration of the operator's market share before the current year concludes. The announcement comes as the company shifts its primary focus toward Mexico ahead of the 2026 World Cup.
Sher positioned Mexico as Codere Online's flagship market, with extensive preparations already underway for the 2026 World Cup. The company is developing promotional campaigns, organizing ticket giveaways for executives and players, and creating comprehensive multimedia content to engage football fans throughout the tournament period.
"Si técnicamente logramos ser estables, nos ayudará mucho a entregar los resultados que se esperan de nosotros."
— Aviv Sher, CEO of Codere Online
The Mexican market expansion benefits from reduced competition following the withdrawal of several major operators, creating opportunities for increased investment and market penetration.
World Cup Opportunity
The 2026 World Cup presents a significant growth opportunity for operators in Mexico, with major competitions driving increased betting activity and customer engagement. Codere Online is already preparing extensive promotional campaigns and multimedia content to capitalize on the tournament.
After months focused on product stabilization, Spain is demonstrating positive momentum with rising customer numbers and notably improved value per player metrics. The operator's technical foundation improvements appear to be translating into measurable business results.
"Queremos recuperar la cuota de mercado en España antes de que finalice el año."
— Aviv Sher, CEO of Codere Online
The recovery strategy involves consolidating Codere Online's Europe presence while simultaneously expanding across Latin America to match broader market growth rates.
Sher criticized emerging prediction market trends, citing concerns over privileged information usage and unfair treatment of end users.
"No es justo principalmente para los clientes."
— Aviv Sher on prediction market practices
He called for regulatory intervention to establish proper frameworks before considering these products for inclusion in Codere Online's portfolio. This stance aligns with recent regulatory actions, including the Dutch regulator's €420,000 weekly penalty threat against Polymarket operators.
The executive also highlighted crash-type games and live gaming innovations as key drivers of sector evolution, emphasizing the industry's demand for simplicity and high volatility products.
Codere Online's dual-market approach reflects broader industry consolidation trends in regulated European markets. The emphasis on technical stability as a prerequisite for growth suggests operators must prioritize infrastructure investments before pursuing aggressive expansion strategies.
The company's criticism of prediction markets signals potential regulatory scrutiny across European jurisdictions, particularly regarding information asymmetries and consumer protection standards.
Codere Online is prioritizing Mexico as its flagship market while simultaneously working to recover its market share in Spain before the year ends. The company is preparing extensively for the 2026 World Cup in Mexico.
CEO Aviv Sher believes prediction markets involve unfair practices, particularly regarding privileged information usage that disadvantages end users. He has called for proper regulatory frameworks before considering these products.
The Spanish market recovery is attributed to months of product stabilization efforts, resulting in rising customer numbers and improved value per player metrics. Technical foundation improvements are translating into measurable business results.
According to AZARplus.
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