he report says that the Mexican market is larger than most US jurisdiction, and the number of machines could double over the next two to three years, making Mexico one of the top growth markets in the world. Prominent manufacturers are involved in this report, too, including Bally Technologies, IGT and Multimedia Games.
It also affirms that there are ample opportunities for profits when focused on attention to quality, services and brand management at the facilities of leaders like Caliente. This is exemplified by the us$ 40 million expansion and restoration of the famed Caliente race course in Tijuana, now known as Agua Caliente Casino and Resort, which offers 1,000 electronic gaming machines and approximately 5,000 gaming spaces, including a race and sports book and live bingo and an expanded adjacent soccer stadium that stands as a showcase for the potential of other facilities.
Besides, many other facilities also deliver a high quality and variety of product, including expansive live bingo operations and race and sports books with tiered offerings to satisfy the discriminating tastes of even the most elite punters.
A reason for the media silence on Mexico gaming, assures the report, is that it is not yet acknowledged as an industry. Its message of a bright future, offering profits, capital investment and employment by the thousands, has been muted by an environment that lacks standards and clear rules and is further drowned out by the seemingly endless headlines created by illegal operations, corruption and crime.
The first necessary element for the creation of a successful industry is the establishment of an effective regulatory system. The issue of integrity is also being addressed, and several companies have voluntarily taken significant steps to strengthen their international reputations. Compliance programs and committees were limited mainly to American companies at first. Now Caliente and Codere have both established formal compliance programs and retained prominent former law enforcement officials to ensure adherence.
Eduardo Hernandez, president of Caliente, stated, "We recognize that business has irreversibly changed and we now operate in a global industry and to maintain competitive advantages we have to not only meet our own high standards of integrity but must be more transparent and able to demonstrate it to our many new partners."
The report adds that achieving all of the above will inevitably lead to the attraction of large North American operators which will consider the Mexican market as a safe and attractive investment, and will add a tourist/destination gaming element to what is currently a locals-only market. They also will seek out the best local partners in an effort to bring some of the majesty they have created elsewhere, it concludes.