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Aviv Sher reveals Codere Online's dual strategy: leveraging Mexico for 2026 World Cup opportunities while aggressively pursuing Spain market share recovery.
Feb 26, 2026 · 2 min read
Codere Online is positioning itself for aggressive market recovery across key jurisdictions, with CEO Aviv Sher outlining a dual-pronged strategy targeting both Latin American expansion and European market share recapture.
Speaking on February 13, 2026, Sher emphasized Mexico as the company's primary market focus ahead of the 2026 World Cup. The operator is actively developing promotional campaigns, ticket giveaways for executives and players, plus comprehensive multimedia content designed to capture fan engagement before and after matches.
"Si técnicamente logramos ser estables, nos ayudará mucho a entregar los resultados que se esperan de nosotros."
— Aviv Sher, CEO of Codere Online
The CEO stressed that operational stability forms the foundation for sustained growth in a region where Codere continues increasing investment, benefiting from the market exit of several major competitors.
In Spain, months of product stabilization work are yielding measurable results. Codere has documented a client upturn and notable increase in player value, positioning the company for its ambitious year-end target.
"Queremos recuperar la cuota de mercado en España antes de que finalice el año."
— Aviv Sher, CEO of Codere Online
This aggressive timeline reflects Codere's confidence in its operational improvements and market positioning as it seeks to consolidate its European presence while expanding across Latin America.
Sher voiced sharp criticism of prediction markets, citing insider information usage and unfair user treatment.
"No es justo principalmente para los clientes."
— Aviv Sher, CEO of Codere Online
He called for regulatory intervention to establish robust frameworks before considering such products for inclusion in Codere's catalog.
The executive highlighted Crash-style games and live gaming innovations as sector drivers, emphasizing demand for simplicity and high volatility products.
Codere's twin-market approach reflects broader industry consolidation trends, where established operators leverage operational stability to capture market share from struggling competitors. The company's Mexico focus ahead of the World Cup demonstrates how sports betting operators increasingly align product development with major sporting events to maximize engagement windows.
According to Azarplus.
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The Federal Ministry of Finance maintains one of Europe's most restrictive gambling frameworks, limiting nationwide operations to just two state-approved concessionaires.
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