Codere Online is positioning itself for a strategic comeback in Spain while doubling down on Mexico as its primary market ahead of the 2026 World Cup. CEO Aviv Sher has outlined an ambitious roadmap that emphasizes operational stability as the foundation for sustained growth across both European and Latin American markets.
Mexico Takes Center Stage for 2026 World Cup
The company has already begun extensive preparations for the upcoming World Cup, developing promotional activities, organizing ticket giveaways for executives and players, and creating robust multimedia content to engage football fans before and during matches. This strategic focus on Mexico reflects Codere's commitment to capitalizing on one of the world's largest sporting events.
“If we technically manage to be stable, it will help us a lot to deliver the results expected of us”
— Aviv Sher, CEO of Codere Online
The company's investment in the region continues to increase, benefiting from the cessation of operations by some major competitors, creating additional market opportunities.
World Cup Market Impact
The 2026 FIFA World Cup will be jointly hosted by the United States, Canada, and Mexico, with Mexico hosting matches in Mexico City, Guadalajara, and Monterrey. Historical data shows that World Cup host nations typically see a 300-400% increase in sports betting activity during tournament periods, with effects lasting 6-12 months post-event.
Spanish Market Recovery Shows Promise
After months of product stabilization efforts, Codere Online is witnessing encouraging signs in Spain. Customer numbers are rebounding, and the company has observed a notable increase in value per player – metrics that suggest the strategic restructuring is paying dividends.
“We want to recover our market share in Spain before the year ends”
— Aviv Sher, CEO of Codere Online
Industry Trends and Regulatory Concerns
Sher expressed criticism regarding prediction markets, citing concerns about insider information and unfair advantages that ultimately disadvantage end users.
“It's not fair mainly for the customers”
— Aviv Sher, CEO of Codere Online
He called for regulatory intervention to establish a solid normative framework before considering these products for future inclusion in Codere's catalog.
The CEO also highlighted the rise of "Crash" games and live gaming innovations as key drivers in an industry that demands simplicity and high volatility.
Strategic Implications for European Expansion
Codere's dual-market approach reflects broader industry trends toward geographic diversification while maintaining strong regional footholds. The company's emphasis on operational stability as a prerequisite for growth suggests a measured approach to market recovery that prioritizes sustainable expansion over rapid but potentially unstable gains.
According to AzarPlus.
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