Gana Media Group (LSE:MOS) has launched a peer-to-peer betting engine on the Estadio Gana platform designed to convert audience engagement into direct wagering activity.
The company, in a statement on Thursday, highlighted that the peer-to-peer (P2P) betting engine lets users act as "maker" or "taker" by posting user-to-user odds on Liga MX, World Cup matches and other events, facilitates escrowed settlements so the platform does not take market risk, and adds public betting profiles, one-click copy-betting, group rooms and large digital pools; Gana is positioning this as part of its vertically integrated sports media and gaming ecosystem.
"The Social Betting solution is a great opportunity to further increase our growth and revenues at an exciting time in the market," said CEO Mark Epstein.
Gana says the social features are intended to attract and retain fans in Mexico's high-growth iGaming market, citing strong football engagement, rising digital adoption and Mexico's role as a 2026 FIFA World Cup co-host.
The company frames the launch as a mechanism to drive new traffic and monetisation on Estadio Gana over the coming international tournament cycle.
