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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.
Feb 26, 2026 · 2 min read
Codere Online CEO Aviv Sher has outlined an ambitious recovery strategy for the Spanish market while positioning Mexico as the company's primary growth engine ahead of the 2026 World Cup. The operator is banking on operational stability to drive performance across both key jurisdictions.
Speaking on February 13, 2026, Sher emphasised the critical role of technical reliability in achieving market objectives.
"Si técnicamente logramos ser estables, nos ayudará mucho a entregar los resultados que se esperan de nosotros."
— Aviv Sher, CEO, Codere Online
The executive highlighted Mexico as Codere Online's strategic priority, with the company actively preparing promotional campaigns, ticket giveaways for executives and players, plus comprehensive multimedia content targeting football fans around match events. The operator is capitalising on increased investment opportunities following the exit of major competitors from the region.
In España, Codere Online has completed months of product stabilisation work, resulting in measurable improvements in customer acquisition and player value metrics. The company has set a clear deadline for market position recovery.
"Queremos recuperar la cuota de mercado en España antes de que finalise el año."
— Aviv Sher, CEO, Codere Online
This dual-market approach sees Codere consolidating its European presence while expanding its Latin American footprint to match regional market growth rates.
Sher expressed strong criticism of prediction markets, citing concerns over insider information usage and player fairness issues.
"No es justo principalmente para los clientes."
— Aviv Sher, CEO, Codere Online
The CEO called for regulatory intervention to establish robust frameworks before considering these products for inclusion in Codere's catalogue. Meanwhile, the company is monitoring the surge in "Crash" games and live gaming innovations, recognising industry demand for simple, high-volatility products.
Sher's timeline-driven approach to Spanish market recovery signals intensified competition ahead. Setting a year-end deadline creates accountability while the Mexico World Cup strategy demonstrates long-term positioning beyond immediate market challenges. Operators watching Codere's stabilisation-first methodology may find parallels for their own technical infrastructure priorities, particularly where legacy system upgrades impact player retention and acquisition costs.
According to AZARplus.
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