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But, as Robinson warns, the opportunity to enter Africa doesn’t come without challenges.

“It’s profitable, it’s growing and it was for sale from a distressed vendor,” he says. “That combination rarely appears in regulated Europe, where scaling a B2C brand means paying up for customers against Flutter and Entain on thin margins.

“Africa isn’t saturated, but I wouldn’t call it easy either. Betway and the local incumbents are well dug in. The difference is that you’re competing for a market that’s still forming, at a fraction of the acquisition cost, and the operating margin is there if you get the payments and the product right. The risk is regulatory and currency rather than competitive.”

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We mentioned that southern border because German players apparently enjoy the Holland Casino offering too. “German visitors are really interested because we have a different offer from most of the German casinos,” Petra explains.

“If you look at our land-based casinos, it’s table games, slots, in some cases bingo, and on some evenings, poker. But there are also restaurants, entertainment. It’s an afternoon or evening out. And as I understand from our German guests, it’s a more entertaining evening or afternoon than in some German casinos.”

The company’s offering in the south does not differ markedly from elsewhere in the country, though – the base offering remains the same: “We always have slots, we always have table games like roulette and blackjack, and we always have at least one restaurant, sometimes two.”

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The deal extends to activations around the 2027 Super Bowl in Los Angeles. The companies have outlined provisions for hospitality programmes, VIP experiences, activations across several Mexican cities and official NFL merchandise opportunities for Codere Online’s customer base.

“This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL,” said Carlos Sabanza, director of sponsorships and public relations at Codere Online. 

By aligning with the NFL, Codere seeks to leverage marquee live events to boost customer engagement and enhance its offerings through unique fan experiences.