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Aviv Sher reveals Codere Online's plan to recover Spanish market position before 2024 ends, emphasizing operational stability and Mexico expansion.
Feb 26, 2026 · 4 min read
Codere Online CEO Aviv Sher has outlined an aggressive timeline for market recovery in Spain, targeting a return to the operator's previous market position before the close of 2024. The executive's comments come as the company focuses on stabilizing its technology platform following months of operational challenges.
Speaking about the Spanish market outlook, Sher emphasized the critical role of technical stability in achieving growth targets.
"Si técnicamente logramos ser estables, nos ayudará mucho a entregar los resultados que se esperan de nosotros."
— Aviv Sher, CEO of Codere Online
The operator has already begun seeing positive momentum in Spain, with customer numbers rebounding and a notable increase in player value following extensive product stabilization efforts. This recovery positions Codere Online to pursue its stated objective for the market.
"Queremos recuperar la cuota de mercado en España antes de que finalice el año."
— Aviv Sher, CEO of Codere Online
While addressing European operations, Sher highlighted Mexico as the company's primary strategic focus, particularly with the 2026 World Cup approaching. Codere Online is actively preparing promotional activities, ticket raffles for vice presidents and players, and comprehensive multimedia content to engage football fans before and after matches.
The Mexico strategy benefits from increased investment and reduced competition, as some major competitors have ceased operations in the region, creating market opportunities for established operators.
Sher voiced strong criticism of current prediction market practices, citing concerns over information inequality and user protection.
"No es justo principalmente para los clientes."
— Aviv Sher, CEO of Codere Online
The CEO called for regulatory intervention to establish proper frameworks for evaluating these products, denouncing the use of privileged information that disadvantages retail users.
Meanwhile, Sher identified crash-type games and live gaming innovations as key drivers of sector evolution, noting market demand for simple, high-volatility products.
Market Recovery Strategy
Codere Online's recovery plan centers on technical platform stability as the foundation for market share growth. The operator has already seen positive momentum with rebounding customer numbers and increased player value following extensive product stabilization efforts in Spain.
The dual-market approach reflects Codere Online's broader strategy of consolidating its European presence while expanding Latin American operations. Success in Spain's competitive regulated market would demonstrate the operator's ability to recover from technical challenges and maintain market position against established competitors. For operators monitoring European market dynamics, Codere Online's recovery timeline and technical stabilization approach offers insights into managing operational disruptions while pursuing aggressive growth targets in multiple jurisdictions.
Competitive Advantage Insight
Mexico presents unique opportunities for established operators as major competitors have ceased operations in the region. Combined with the approaching 2026 World Cup, this creates a strategic window for market expansion through promotional activities and multimedia content targeting football fans.
CEO Aviv Sher has set an aggressive target to return to the operator's previous market position in Spain before the close of 2024. This recovery depends heavily on achieving technical platform stability following months of operational challenges.
Mexico is the company's primary focus due to the approaching 2026 World Cup and reduced competition as major competitors have ceased operations in the region. The operator is preparing promotional activities, ticket raffles, and multimedia content to engage football fans.
The CEO criticized current prediction market practices citing information inequality and inadequate user protection. He called for regulatory intervention to establish proper evaluation frameworks and denounced the use of privileged information that disadvantages retail users.
According to AZARplus.
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Aviv Sher reveals Codere Online's dual-market strategy, targeting Spain market share recovery while building Mexico operations for the 2026 World Cup.
Spain's DGOJ oversees national online gambling through a structured licensing system established in 2011, while regions control land-based venues.
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