Atucha Strategic Advisory and MentorBet form alliance to enter the betting market in Mexico

Atucha Strategic Advisory (ASA) and MentorBet, the consulting arm of Grupo Oklahoma, established a strategic alliance aimed at the Mexican betting and gambling market. The agreement was officially communicated on Wednesday, August 26, 2026, and contemplates the collaboration of both companies in Mexican territory, starting with their joint participation at SiGMA North America, an event that will take place in Mexico City from September 1 to 3.

BLUF: A joint platform to enter the Mexican gaming market

ASA and MentorBet will combine market intelligence and operational resources in order to identify and facilitate entry pathways into the Mexican betting market for ASA's international clients. Both firms will coordinate in-person efforts at fairs and key meetings with local operators and providers, establishing a real on-the-ground positioning from the outset of the alliance.

ASA and MentorBet: Profiles and scope of the alliance for Mexico

Atucha Strategic Advisory, led by Ramiro Atucha and Eliane Nunes, represents a limited group of suppliers in Latin America: Kiron Interactive (virtual sports), End2End (multiplayer bingo), and Immensity (marketing attribution). ASA follows a policy of "one company per vertical," betting on specialization and non-overlapping representation.

MentorBet, under the local leadership of Antonio Lara and with the support of Antonio Macías, provides the operational structure and the accumulated knowledge of Grupo Oklahoma over more than twenty years in the Mexican gaming industry. The agreement allows ASA's represented companies to have a partner present in the country and access to MentorBet's local network and expertise.

Ramiro Atucha, founder of ASA, emphasized the importance of adapting strategies to each jurisdiction:

“We understand Latin America, but understanding the region is not enough. Each country has its own regulation, its timing, and its codes. Mexico is not Brazil nor Colombia. Therefore, in each market, we seek the best possible ally, someone who allows us to get closer and be on the ground. In Mexico, that ally is MentorBet.”

On behalf of Grupo Oklahoma, Antonio Macías highlighted the commitment:

“Our group has been in this industry for more than twenty years, and everything we have built here is available to ASA and the companies it represents. Antonio Lara leads this partnership for us and has our full support.”

Initial development: first joint action at SiGMA North America

The cooperation formally kicks off at SiGMA North America. ASA and MentorBet will hold meetings with national operators and suppliers in Mexico City from September 1 to 3, 2026, with Ramiro Atucha and Eliane Nunes representing ASA and Antonio Lara leading the local deployment for MentorBet. This presence seeks to validate the landing strategy and consolidate the synergy between the parties from an operational standpoint.

Structure and benefits for international gaming suppliers

The companies under ASA’s representation - Kiron Interactive, End2End, and Immensity - benefit from MentorBet's support by being able to access an established local structure, avoiding reliance on remote oversight or a distant view of the Mexican market. Antonio Lara of MentorBet emphasized:

“What we provide is the entire structure of the group and our daily work on the ground, so that the companies represented by ASA have a local partner here and not just a remote view of the market.”

This strategy aims to optimize the installation, compliance, and commercial development process for suppliers looking to expand in the Mexican jurisdiction by segment and vertical.

Regulatory considerations and the uniqueness of the Mexican market

ASA acknowledges that each country in Latin America presents specific regulatory demands and commercial codes. Mexico, they noted, has its dynamic and legal framework that requires partners with local experience and the ability to adapt to current regulations, differentiating itself from environments like Brazil or Colombia.

ASA and MentorBet suggest that this collaboration will enable more informed and tailored access, providing reference and operational support to companies evaluating the local market as an expansion destination.

Future perspective and next steps for the alliance

The first phase, focused on SiGMA North America, will serve as a basis for evaluating results, needs, and the specific interests of local and international operators. Both parties indicated that, after the event, they will define next steps based on detected opportunities and feedback collected on the ground. The alliance will remain focused on representation and comprehensive support by vertical, prioritizing service quality over client volume.

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