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LATINO AMERICA
Latin America report:
MEXICO
Ricki Chavez-Munoz, industry expert travels to Mexico and meets
GAMMEX 2009 organizer Izkrah Pinto for the latest news on mega
developments in the Latin American country.
I
t’s literally impossible to ignore the state of growth
in the Latin American sector, especially the region’s
largest economy Mexico, the fifth largest country in
the Americas, covering almost 2million square
kilometres, and the 14th largest independent nation
in the world with a population of around 109 million.
The Mexican economy is strongly linked to the North Other big players in the Mexican gaming industry
American Free Trade Agreement (NAFTA) and by GDP is include Corporación Interamericana de Entretenimiento
the twelfth largest economy in the world by purchasing – CIE, which operates gaming salons under the Yak
power parity. One of the country’s principle sources of brand, Apuestas Internationales, owned by giant global
foreign exchange is money sent from abroad by Mexican communications corporation Televisa, Spanish operators
workers overseas, which amounts to 3% of GDP. Cirsa, Big Bola, and a myriad of smaller and aggressive
As the industry grows in Mexico there is a mix of operators up and down the country.
gaming salons opening up and down the country with In Mexico City, Palmas Group opened its first property
Class II machines, as set up in the current legislation. in the country's capital called Palmas Ajusco, where
According to Izkrah Pinto, organizer of Gaming & more than 500 invited guests lined up in a symbolic
Amusement expo GAMMEX 2009: “Mexico is going ribbon cutting ceremony on each of their gaming
through a transition stage, moving from small machines. Palma Group has properties in the states of
amusement rooms known locally as videoarcada to Mexico, Chihuahua, Nuevo León, Puebla, San Luis
exciting large salons and entertainment parks on areas Potosí, Tabasco, Coahuila, and soon also in the cities of
of 3,000 to 18,000 square feet.” Aguascalientes and Cancun.
Pinto said: “The industry service culture in Mexico is Jose Manuel Cortez, Palmas Group Operations
also changing, and whether they are amusement, Director said: "Ever since Palmas opened its first
betting, bingos or casinos, the operators understand that operation in 2002 in Nuevo Leon State, the company
quality service will impact directly on the bottom line, has gained enough experience to guarantee total
and our expo is also geared for this. The industry security for its patrons, and when someone wins a large
anticipates opening over 400 gaming rooms within the amount of cash, our security personnel is used on a
next two years with the installation of some 200,000 dignitary custody patrol to see them safe to their home".
gaming devices, apart from replacement units for With an operating policy that has as its mission to offer
existing operations which must upgrade properties to cutting edge entertainment products, Palmas Group
stay in contention”. ensures that its patrons enjoy a great entertainment
experience in comfortable surroundings with customized
Caliente, CIE, Palmas: biggest players high level service by highly qualified personnel. Equipped
Caliente is the leading gaming operator in Mexico with technologically advanced games and responsible
with more than 92 years of uninterrupted service and gaming procedures, Palmas Group is at the forefront of
entertainment in the industry. As a 100% Mexican- gaming companies in Mexico.
owned company, Caliente operates more than 100 Pinto concluded: “We are at the forefront of
gaming properties, a dog track and a sports arena, and is industry development in Mexico and have already sold
in constant growth in Mexico, where it is one of the over 50% of expo space in less than two months since
leaders in the entertainment and betting sector. we started. One thing is for sure, we anticipate visitors
Over the years, Caliente has handed out billions of to exceed 2,000 to our event, making it the largest of
dollars in jackpot prizes, latest model motor cars and all its kind in the country.” GAMMEX 2009 is scheduled
sort of gifts to its patrons, and in 2008 Caliente has for 1-2 April, 2009 at Mexico City’s world renowned
already given out more than 60 cars, a myriad prizes and Center of International Exhibitions & Congress World
thousands of courtesy gifts. Trade Center.
32 DECEMBER 2008
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