What Caliente.mx does

Caliente.mx is a privately held Mexican online sports betting and casino operator, founded in 2014 and headquartered in Tijuana, with operations conducted through the legal entity Tecnología en Entretenimiento Calipaly S.A.P.I. de C.V. The company runs a multi-product digital gambling platform — Caliente Sports (pre-match and in-play sportsbook across Liga MX, Premier League, NBA, MLB, NFL, NHL, and more), Caliente Casino (slots, table games, roulette), Caliente Slots, Casino En Vivo (live dealer), Video Bingo, and a Vegas section — supplemented by 70+ physical Race & Sports Book branches across 15+ Mexican cities in Baja California, Mexico City, State of Mexico, Nuevo León, Michoacán, Sinaloa, and Sonora. The platform is powered by Playtech software delivered through the Caliplay joint venture, and front-ends are available via web and native iOS/Android apps (Caliente Sports, Caliente Casino) with Apple Pay deposit support.

The business model is transaction-based. Caliente earns the vigorish/margin on sportsbook wagers and the house edge built into casino game mathematics, with users transacting in calipoints (1 calipoint = 0.7692 MXN) inside the Cajero Caliente wallet that links products across the platform. Customer acquisition is product-led and self-serve: free 15-second registration with a $1,000 MXN no-deposit bonus and a 100% matched first deposit up to $7,000 MXN. The retail branch network performs cash deposits, identity verification, and over-the-counter withdrawals, addressing Mexico's cash-heavy consumer base and serving as an onboarding moat that pure-play digital competitors cannot replicate. Payment coverage spans SPEI bank transfer, Visa/MasterCard, OXXOPay (cash at OXXO), ToditoCash (OXXO/7-Eleven/Elektra/Banco Azteca), paysafecard, and Apple Pay.

Go-to-market is anchored by high-visibility sports sponsorships — Caliente is the official betting house of Liga MX (all clubs), the Mexican National Team, and Concacaf Champions Cup, plus 20+ individual club deals — combined with a sports news portal (news.caliente.mx), social media, and ongoing promotional bonus programs. The company operates under SEGOB gaming permit DGG/SP/404/97 and a parallel interactive betting license via Impulsora Géminis S.A. de C.V., serving adult Mexican consumers across both digital and physical channels. Strategic technology integrations include Playtech (core platform/JV) and LSports (Latin America data partnership announced May 2026). Leadership includes Guido Murguia as Director, CFO, and Co-founder.

Name

Caliente.mx

Legal name

TECNOLOGÍA EN ENTRETENIMIENTO CALIPLAY, S.A.P.I. DE C.V.

Website

https://caliente.mx

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Caliente.mx is Mexico's leading privately held online sportsbook and casino operator, founded in 2014 in Tijuana. It serves adult Mexican consumers with pre-match and live sports betting, slots, live dealer, and video bingo across web, mobile apps, and a 70+ branch retail network.

Ownership category

akta.pro rank

Product category

Online Sports Betting and Casino

NAICS

Other Gambling Industries (713290), Casinos (except Casino Hotels) (71321), Casinos (except Casino Hotels) (713210)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Payments, Wallets & Cashiering for Sports Betting (MPAEACAG)

akta.pro secondary industries

iCasino Payments & Fraud/Risk Services (MPAEABAM), Compliance, Audit, RegTech & Regulatory Reporting Platforms (MPAEAKAJ)

Keywords

• Online sports betting
• Online casino gaming
• Live dealer casino
• Sports wagering platform
• Online gambling

Headquarters

HQ city

Tijuana

HQ country

Mexico

HQ region

Latin America

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Operations, Personnel, Infrastructure

Revenue model

1. Sports Betting Commission (Vig/Margin): Caliente.mx charges a margin (vigorish/commission) on sports betting wagers placed across pre-match and live markets. Users bet using calipoints (1 calipoint = 0.7692 MXN), and winnings are credited upon settlement of events.
2. Online Casino Gaming Margin: The online casino (slots, table games, live casino, video bingo) generates revenue through the house edge built into game mathematics, similar to traditional casino gaming.
3. Progressive Slot Jackpots: Progressive jackpot slot machines offer pooled prize pools that grow with player wagers, generating revenue from the house edge while funding large prize payouts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Caliente.mx operates an online and retail sports betting and casino platform licensed by SEGOB in Mexico. It offers pre-match and live in-play sports wagering across global leagues (Liga MX, Premier League, NBA, MLB, NFL, NHL, Champions League and others) and a full online casino suite including slots, table games, roulette, live dealer casino, video bingo, and progressive jackpots. The platform is powered by Playtech software, accessible via web and iOS/Android mobile apps, and supported by 70+ physical Race & Sports Book branches across Mexico for cash deposits and in-person account services.

Product overview

Caliente.mx is Mexico's leading online sports betting and casino platform operated by TECNOLOGÍA EN ENTRETENIMIENTO CALIPLAY, S.A.P.I. DE C.V. The platform operates under SEGOB regulation (DGG/SP/404/97) and offers a multi-product ecosystem consisting of Caliente Sports for sports wagering (pre-match and live betting with streaming), Caliente Casino for online gaming (slots, table games, roulette), Casino En Vivo featuring live dealer experiences, Caliente Slots dedicated to slot machines, Video Bingo for digital bingo, and a Vegas section. The platform is powered by Playtech software and integrates multiple payment methods including OXXOPay, paysafecard, ToditoCash, Apple Pay, Visa/MasterCard, and SPEI transfers. The company also maintains 70+ physical Race & Sports Books retail locations across Mexico.

Differentiator

Problem solved

Functional benefit

Products and services

• Caliente Sports Online sports betting platform offering pre-match and live in-play wagering with integrated streaming across Liga MX, Premier League, Champions League, NBA, MLB, NFL, NHL, tennis, boxing, horse racing, rugby, golf, and other global sports, available to adult Mexican consumers via web and mobile app.
• Caliente Casino

Quantifiable outcome

• Playtech's Caliplay joint venture with Caliente was cited as a key driver of strong performance in H2 2025 and a contributor to an 'excellent start' to 2026.
• +1 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

One partnership is on record.

• PlaytechcoreTechnology or IntegrationPlaytech is the software platform provider powering Caliente.mx's online sportsbook and casino. Caliente operates under a joint venture called 'Caliplay' with Playtech. Playtech's technology enables Caliente's live casino, slots, and sports betting platform. In H2 2025, Playtech highlighted its strategic investment in Caliente Interactive as a key contributor to its adjusted EBITDA of EUR 197 million, and continued strong growth of the Caliplay joint venture was cited as a driver of 'excellent start' to 2026.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Betway (Super Group): Global online sports betting and casino brand operated by Super Group, with a Mexican-market-facing presence (Betway.mx). Competes with Caliente.mx for the same online sports betting and casino customers in Mexico as a broader global incumbent.
• DraftKings: US-leading online sports betting and iGaming operator with growing international ambitions. While not yet a major Mexican operator, DraftKings represents a credible large-cap incumbent threat if it expands into Mexico given its product sophistication and capital base.
• Bet365: Globally dominant online sports betting and gaming operator with a Mexican market presence. While not Mexico-specialized, Bet365's scale, product breadth, and brand recognition position it as a broad incumbent competitor for online bettors who consider multiple platforms.

Others

• Playtech: Global B2B gaming software provider and Caliente.mx's strategic joint venture partner via Caliplay. Playtech powers Caliente's online sportsbook and casino platform and is closely economically linked through the Caliplay JV, making it both an enabler and a key counterparty rather than a direct competitor.

Emerging players

• Novibet (Kaizen Gaming): Greek-based Kaizen Gaming's online sports betting and casino brand with active expansion in Latin America including Mexico. Novibet offers a similar multi-product experience (sportsbook + casino) targeting Mexican consumers as a focused emerging entrant.
• RushBet (Rush Street Interactive): US-listed Rush Street Interactive's Latin American-focused online sportsbook and casino brand, with operations in Mexico and Colombia. RushBet targets the same Mexican online betting and casino customer as Caliente.mx with a similar multi-product offering.

Direct peers

• Strendus: Mexican online sports betting and casino operator competing directly with Caliente.mx in the same domestic market. Strendus targets a similar customer base (adult Mexican bettors) with overlapping product categories including pre-match and live sports betting plus online casino.
• Betsson: Swedish online gambling operator (Betsson AB) with a Mexican-facing brand (Betsson.mx) offering sports betting and casino. Betsson's strong LatAm regional focus and established Mexican presence make it a direct multi-product competitor to Caliente.mx.
• Betcris: Costa Rica-based online sports betting and casino operator with a strong Mexican market presence (Betcris.mx). Competes with Caliente.mx on sports betting odds, casino games, and live betting across the same Mexican customer base.
• Codere (Codere.mx): Spanish-headquartered multinational gambling operator with a major online presence in Mexico via Codere.mx. Codere offers online sports betting and casino across Latin America and is one of Caliente.mx's most direct head-to-head competitors for the Mexican online gambling customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Caliente.mx