Operator
Hello everyone, thank you for joining us, and welcome to Codere Online's second quarter 2026 results. After today's prepared remarks, we will host a question-and-answer session.
If you would like to ask a question, please press star one to raise your hand. To withdraw your question, press star one again.
I will now hand the conference over to Guillermo Lancha, Director of Investor Relations and Communications. Guillermo, please go ahead.
Guillermo Lancha
Thanks operator, and welcome everyone to Codere Online's earnings call for the second quarter of 2026. Today you will hear from our CEO Aviv Sher and CFO Marcus Arildsson.
Please note that figures reflected in today's presentation are preliminary and unaudited, and include certain non-IFRS financial metrics which should be considered in addition to our IFRS results. Reconciliations and further details are available in the appendix.
During this call, we will make forward-looking statements which are subject to risks and uncertainties. While these statements reflect our current expectations, we undertake no obligation to update them after this call.
A replay and transcript will be available at codereonline.com, where investors can also sign up for email alerts. With that, I will go ahead and pass the call on to Aviv.
Aviv Sher
Thanks Guillermo, and thank you all for joining us today. The second quarter was a standout quarter for Codere Online.
We delivered our highest quarterly revenue to date alongside strong profitability and cash generation. Revenue growth accelerated meaningfully versus an already strong first quarter, driven by solid execution in Spain and Mexico and improving conditions in Colombia and Panama, providing us with a solid position and confidence to raise our outlook for the full year.
Starting with the highlights for the second quarter of 2026 on page eight, we delivered consolidated net gaming revenue of €69.4 million, representing a 27% increase versus the second quarter of last year, and a significant sequential acceleration versus the first quarter. Casino accounted for 62% of revenue during the period, while sports betting represented the remaining 38%.
These trends are consistent with recent quarters, although the contribution from sports increased slightly due to the World Cup. All operating KPIs improved in the quarter, with an average monthly active customer reaching approximately 173,000, up 12% compared to Q2 of last year, and average monthly spend per customer up 13% year-over-year to €234, reflecting both strong engagement and a higher player value base.
On the acquisition side, we acquired around 108,000 first-time depositors during the quarter, nearly 40% more than in prior year quarter. Once again, supported by strong activity around the World Cup, cost per acquisition improved approximately to €200, demonstrating the continued efficiency of our marketing investments.
Most importantly, based on strong performance delivered in the quarter and the momentum we continue to see across the business, we are raising our guidance for the full year of 2026, with now expecting gaming revenue of between €255 million to €265 million, compared with our previous guidance of €235 million to €245 million. We are also raising guidance for adjusted EBITDA between €20 million to €25 million, compared with our prior outlook of €15 million to €20 million.
Marcus will cover later the different factors behind our decision to raise guidance. With respect to capital allocation, we did not repurchase any shares during the second quarter.
As a reminder, our share repurchase authorization remained in place through the end of 2026. We continue to take disciplined approach to capital allocation and believe maintaining a strong balance sheet provide important strategic flexibility as we execute our growth strategy and evaluate opportunities to create shareholder values.
Before moving on, I would like to briefly comment on the World Cup, which impacted both our Q2 and Q3 results. Overall, performance was outstanding and materially ahead of the 2022 tournament.
Excluding Colombia, unique users were approximately 56% above the previous World Cup levels, and we acquired nearly 40,000 new customers around the event. The stakes reached around €63 million, approximately 108% above the previous tournament, demonstrating the significantly greater scale of the business and the strong engagement of our customers.
Net gaming revenue more than doubled compared to the 2022 World Cup, despite generally favorable outcomes for the customers. We believe these results highlight the significant progress Codere Online has made over the last four years in terms of scale, customer engagement, and monetization.
With that, I will now hand the call over to Marcus to review the financial performance in more details.
Marcus Arildsson
Hello everyone. Turning to slide 10, you can see our consolidated net gaming revenue and adjusted EBITDA performance by country for the second quarter of 2026.
Starting with net gaming revenue, we generated €69.4 million during the quarter, representing growth of 27% compared to the second quarter of 2025. Both Spain and Mexico delivered excellent performances and were the primary drivers of growth.
In Spain, net gaming revenue increased by €5.5 million year-over-year to €27.6 million, representing growth of nearly 25%. The market continues to perform exceptionally well and reflects both healthy customer acquisition and strong player engagement.
In Mexico, net gaming revenue increased by €7.1 million to €36.1 million, representing growth of approximately 24% versus the second quarter of last year. Mexico remains our largest market and continues to be a key contributor to both growth and profitability.
Our other markets, which includes Colombia, Panama, and the city of Buenos Aires, generated €5.7 million of net gaming revenue during the quarter, up more than 50% year-over-year. The strongest contributor came from Colombia following the removal of the 19% VAT on customer deposits, which was in effect during most of 2025.
We have been able to re-engage customers who had previously reduced activity due to the tax and have now recovered NGR and deposit levels broadly in line with those achieved before the tax was introduced. The attractive market in Panama continued to perform very strongly during the quarter, ahead of our expectations, and especially during the World Cup.
Turning to profitability, adjusted EBITDA reached €5.8 million in the quarter, compared to €2.3 million in the second quarter of last year. Within that, Spain contributed €7.8 million, while Mexico delivered €3.6 million, reflecting the operating leverage inherent in the business as revenue continues to scale.
Overall, the second quarter reflects strong momentum across the business, continued revenue growth in our core markets, and a further improvement in profitability. Turning to our consolidated P&L on page 11, we can observe that marketing expense was €26.2 million during the quarter, an increase in absolute terms versus last year, but significantly lower as a percentage of revenue.
Marketing represented 37.7% of NGR, compared to 41.5% in the second quarter of 2025. We continue to see attractive growth opportunities across our markets and are therefore comfortable investing behind them while improving profitability.
Additionally, given the good performance we have been seeing this year, we decided to make some incremental investment in marketing, both in Spain and Mexico, and the acceleration in our top-line growth reflects just that. Going forward, and as has been the case since 2022, we expect to continue gradually reduce marketing investment as a percentage of NGR, with a direct positive impact on adjusted EBITDA.
Gaming taxes as a percentage of NGR increased materially in the quarter, driven primarily by Mexico and Colombia, in Colombia where the 19% VAT tax on deposits I mentioned earlier is now levied on gross gaming revenue. Beyond marketing, platform and content costs continued to benefit from scale, while adjusted EBITDA margin improved to 8.4%, compared with 4.3% in the second quarter of last year.
Now turning to page 12, net gaming revenue increased by 27% year-over-year, driven by a combination of customer growth and higher spend per active customer. Average monthly active customers increased by 12% to approximately 173,000 during the quarter.
At the same time, average monthly spend per active customer increased by 13% versus last year, reaching €134. We acquired approximately 108,000 first-time depositors during the quarter, representing growth of 37% versus Q2 of last year, while cost per acquisition improved to €200 versus €217 in the prior-year quarter.
This reflects strong execution across both acquisition and retention, as well as a favorable market environment in our core jurisdictions. Turning to Spain on page 13, net gaming revenue reached €27.6 million during the second quarter, up 25% versus the same period last year, and 8% above sequentially.
Average monthly active customers increased by approximately 11% year-over-year. Spain continues to perform ahead of our expectations.
The market is benefiting from strong retention, health acquisition, and improved player values. Importantly, since the third quarter of 2025, we are seeing higher player values that have allowed us to increase marketing investment while still generating attractive returns.
Spain remains a mature and tightly regulated market, and while we are benefiting from structural growth in that market, we are also recovering market share, which makes the level of growth we are currently achieving particularly encouraging. Moving now on to Mexico on page 14, net gaming revenue increased 24% year-over-year in the second quarter, reaching €36.1 million.
As we mentioned in our last call, we continue to improve the quality of our customer database, hence the 10% sequential decline in active customers versus Q1 earlier this year. We still managed to grow it slightly versus the prior-year period, thanks to strong acquisition around the World Cup, particularly with Mexico making it past the group stage.
As such, the increase in net gaming revenue was driven almost entirely by higher spend per active customer, reflecting the actions we have taken to improve customer quality and reduce promotional abuse within the database. Mexico has also benefited from a more rational competitive environment than we anticipated at the beginning of the year.
Combined with our strong brand, product offering, and disciplined marketing approach, this has supported continued growth and improved profitability. Overall, Mexico remains our largest market and still one of our biggest growth opportunities to drive future value creation for Codere Online.
On page 15, turning to the balance sheet, we closed the quarter with approximately €63 million of total cash, of which €58 million was available. Our structural negative working capital position remained in line at approximately €25 million, or 10% of LTM net gaming revenue, supporting the strong cash generation of the business.
The strength of our balance sheet, with no financial debt and higher cash, continues to provide significant flexibility as we evaluate capital allocation opportunities to support and drive future growth. Turning to page 16, we generated €6.9 million of cash flow during the second quarter, increasing available cash to €58 million at quarter end.
This result reflects the continued improvement in profitability, as well as our ability to convert earnings into cash. As we have discussed in previous quarters, the timing of certain working capital and tax items can impact cash flow in any given quarter, and Q2 was positively impacted by some of them.
As a rule of thumb, when looking at the full year, we would expect to convert a high proportion of our adjusted EBITDA into cash, with corporate income tax being the key relevant difference between the two. Turning to page 18, as Aviv mentioned, we are raising guidance for full-year 2026 net gaming revenue to between €255 and €265 million, and adjusted EBITDA of between €20 to €25 million.
The bridge between our original outlook and our revised guidance can be explained primarily by four factors. First, Colombia has benefited from the removal of the 19% VAT on deposits, allowing us to re-engage players who had reduced or stopped playing due to the tax, and bringing activity levels back to broadly in line with those seen before the measure was introduced last year.
Second, Spain has continued to outperform our expectations, supported by stronger player values, which have encouraged us to add to our investment in marketing while maintaining attractive returns and profitability. That's on top of the industry growth we are benefiting from.
Third, as I mentioned earlier, Mexico has benefited from a more favorable competitive environment than originally anticipated, with two relevant operators not currently active in the market. Fourth, the Mexican peso has remained stronger than assumed when we established our original outlook, having already contributed to more than €4 million in the first half of the year.
That said, the outlook revision is not explained by these factors alone. We have seen strong execution and strong underlying performance across virtually all areas of the business.
Sports betting has performed exceptionally well, supported by a World Cup that exceeded our expectations, while our casino business has also continued to grow strongly. We have also seen meaningful improvements in markets such as Panama, which delivered its strongest quarter to date.
Overall, we believe the second quarter demonstrates that Codere Online is firing on all cylinders, with growth, player engagement, monetization, and profitability all trending in the right direction. That's all from my end.
I will now hand it back to Aviv for closing remarks.
Aviv Sher
Thank you, Marcus. Before we move to the Q&A session, I would like to thank all Codere Online employees for their hard work and dedication, especially around the World Cup.
The strong results we reported today are direct reflection of the efforts of our team across all our markets. I would like also to thank our shareholders and analysts for their continued support and interest in Codere Online.
With that, operator, please open the line for questions.
Operator
We will now begin the question-and-answer session. If you would like to ask a question, please press star one to raise your hand.
To withdraw your question, press star one again. We ask that you pick up your handset when asking a question to allow for optimum sound quality.
If you are muted locally, please remember to unmute your device. Please stand by while we compile the Q&A roster.
Your first question comes from the line of Jeff Stantial with Stifel. Your line is open, please go ahead.
Jeff Stantial
Hey, good morning, Aviv, Marcus, Guillermo. Thanks for taking our questions.
Maybe why don't we start off on the World Cup, two-parter here. First, can you just talk about what you've seen in terms of retention and cross-sell of the 40,000 new bettors that you called out now that the tournament has ended?
Then second, it does look like, or you called out, that CAC actually came down quarter-on-quarter and the conversion rate went up despite more competition around the tournament. If you could just help us think about that trend as well, because it's a bit surprising.
Thanks.
Aviv Sher
Okay. Thanks, Jeff.
Please keep in mind the second question, because I think one word I didn't understand. The first question regarding the World Cup, we already see players that continue to play with us.
It's still super early to say, right, the World Cup just ended a couple of weeks ago. The results were the margins were favorable and not favorable depending on the country.
People are a little bit ran out of money, plus summer. We need to wait a little bit longer to see if those players are I don't want to say one-timers, but for sure those are new players that we didn't see before to know exactly their value.
Far, it looks okay. It looks better than expected.
Probably next quarter I can comment more accurate on that and give better details. Regarding the CAC, what was the question exactly about the CAC?
Jeff Stantial
Just asking CAC was down quarter-on-quarter in Q2, and that's despite what I would think would be more competition and more folks investing around the World Cup. Just sort of an explanation of what drove that.
Aviv Sher
I think maybe we can say we cashed out during the World Cup, because we didn't invest as much as others. We invest more around the World Cup.
I think our brand was strong enough maybe to enjoy people just searching for betting and arriving to us because of our previous investment. I think this gives part of the answer.
Plus, we didn't invest directly into the World Cup broadcast, which was extremely high, extremely expensive. We tried to keep the money around the World Cup, and I think this strategy proved well.
We saw that the CPA went down.
Jeff Stantial
That's great. Thanks for that, Aviv.
Then maybe shifting gears over to the cost side. Looks like just running some quick back of envelope that the updated guidance implies about 5% flow-through to EBITDA in the back half versus about mid-30% that you realized in the front half.
Marcus, can you just help us think about some of the puts and takes here in bridging those two? Then, taking a step back more thematically, just how you think about operating leverage in the model at this point in time and what the right go-forward EBITDA flow-through looks like, I guess if you sort of make that assumption that CAC and user acquisition remains somewhat stable.
Marcus Arildsson
Thanks, Jeff. First point, broadly speaking, we're not making any substantial sort of statements or differentiation between the first and the second half.
We don't expect any material differences in terms of flow-through to EBITDA, as you mentioned. It's relatively close in terms of what the implied figures are for the second half, no big changes, the first half versus the second half.
Over time, as there's a number of factors in our P&L which has more of a variable component to it, which is gaming taxes, which we're very much subject to what the authorities do. We also have a significant other costs in the model, which is basically platform, which is also substantially variable.
Then there's other items in there like payment methods, etc., which, broadly speaking, probably are more variable than fixed, no? There are certain leverage in the business in terms of marketing, and certain other expenses in terms of overheads, basically, no?
Over time, as we have seen so far, I think the conversation mostly when we have it with you guys is that there's a lot of focus on marketing. There is a little bit of leverage as well over time in other expenses.
Big picture is that we think we will progress both from keeping marketing as a lower percent of NGR, but there's also probably a little bit of additional sort of leverage, operating leverage, in the other expenses in the P&L. Broadly speaking, we don't have not forseeing anything new that comes from in the second half of the year.
Overall, that's the outlook that we have with respect to the second half, and just a few points on how we see it. Was there another
Jeff Stantial
That's great. Thank you for
Marcus Arildsson
Thanks. No,
Jeff Stantial
I think you hit it for that question. I was just going to squeeze in if possible one more, which is Colombia.
Some good news there with the VAT tax being removed. I'm curious just how you're sort of thinking about investment in that market, how much of a priority it is, and maybe how much, there's a little bit of a if there is any, a little bit of a wait-and-see on marketing investment just given it seems to us there's still a little bit of uncertainty out there on what ultimately happens from a from a tax standpoint.
Marcus Arildsson
Aviv, do you want to go ahead? No, you can
Aviv Sher
Listen, Jeff, the fact is that there is still tax imposed, more taxes than anticipated. It's enough to allow us to do good CRM and retention and invest back into our players.
It's not good enough to start marketing in terms of ROI. Hopefully with the political change there, we will see maybe more business-oriented president, and with that, if the another layer of tax will be removed and we are back to the prior tax levels, then we can discuss marketing investment back again.
Far, by the way, we are happy. We see good ROI on our current customer base, and if we can continue and improve our product, I think we will be in a good position to start growing back again the marketing investment and see good ROI.
We are a little bit still, as you say, wait and see, a little bit more. I hope by the end of the year, we will know exactly what's going on there, and if the extra tax is removed, then we can invest more.
Jeff Stantial
Thanks very much, and nice quarter.
Aviv Sher
Thank you.
Marcus Arildsson
Thank you.
Operator
The next question comes from the line of Ryan Sigdahl with Craig-Hallum Capital Group. Your line is open, please go ahead.
Ryan Sigdahl
Hey, good day, Aviv, Marcus. World Cup, want to stay on it.
What percent of new activations, new users are also playing iCasino? Then if you have any context from the previous World Cup or previous soccer tournaments, but curious how that compares relative to your expectations.
Aviv Sher
I won't give exact figures, but I think let's say I'm a little bit exaggerating, okay, we see around 30 to 40% cross-activation. Far, by the way, the new users fit into this profile.
As I said, let's keep this question for the next quarter, and then I can report exactly if they behaved as expected and continue with us and there is no churn. Far, we are happy with the results.
I think your answer to your question, the answer is yes, there is around 30 to 40% that are playing iGaming, more table games, by the way, if it's interesting for the audience to hear, than slots, but definitely they are playing, and I think the team is doing a good job by crossing them. Yes, so far the profile fits the let's call it the regular profile that we see.
Ryan Sigdahl
Great. Then just on, if I look at monthly actives in both Spain and Mexico sequentially took a step down despite the World Cup.
I guess, I mentioned a bit of a change in customer acquisition strategy, but can you elaborate what specifically you guys are focused on there, if that's concerning to you on the active step-down despite the World Cup?
Aviv Sher
No, I don't think it's concerning. Don't forget that we entered the summer.
You are missing half of the World Cup in these results, by the way, you need to take this into consideration in terms of activity, cuz Spain got to the final, and we have Spain as one of our leading markets. We are not worried.
The active users that you see is a healthy active base. Whatever we are cleaning right now is intentionally, okay?
It's not out of control, it's the opposite. This is why you see the spend per customer goes up and revenue goes up.
Just looking at the KPI of actives is, in that case, is not enough. We are happy, we are very happy with the results.
Ryan Sigdahl
Excellent. Maybe just last one for us with Spain winning, would have maybe expected a bit bigger of a sports win impact.
I know a lot of unders hit, I know Yamal and didn't score many goals, I think only one through the tournament. Can you just talk through player behavior, activity from a betting standpoint, Spain specifically, relative to again them winning, but maybe some of the other prop bets that were done?
Aviv Sher
They bet. [laughter] I think it's a little bit general question to answer.
I think they bet more than what we've seen last tournament. I think the the beginning, the the tie, if we go like into specifics, the tie with Cape Verde a little bit took a lot of money from the players, they didn't engage till later stages, if it makes sense in some way.
Then later when Spain progressed, does the betting from Spain on Spain progressed. Yes, and we see year-on-year, year-on-year, sorry, tournament on tournament, more bets and more stakes.
You cannot really compare the two tournaments, also it's fair to say. Remember, we had here 25 more percent more games than previous tournaments overall, I think it that in that sense it helped us to gain a lot more stakes, more than expected.
Even in a normalized way, we see more stakes. Overall, I think the bettors were happy.
For sure Spanish people were happy, right? I think from a bookie standpoint, this is the best results that could happen.
The the game finished in a tie, but Spain win, customer lost money, but still happy that their team wins. It's win-win for everyone in this sense.
Ryan Sigdahl
Thanks, Aviv. Good luck, guys.
Aviv Sher
Thank you, Ryan.
Operator
The next question comes from the line of Michael Kupinski with Noble Capital Markets. Your line is open, please go ahead.
Michael Kupinski
Thank you, and congratulations on your quarter. I wish a couple of questions on nuances from the previous questions.
Excluding the World Cup, how have betting volumes and customer activity trended during July, and are you seeing that momentum continue in the third quarter?
Aviv Sher
I don't think I can give specifics about July as far as I know, but it's important to say that during the World Cup, let's take the World Cup effect sideways or put it to side, we did see a lot of iGaming activity. In general, the activity not just related to sports was high, and in casino we beat the expectations by a lot.
Whether it's with new players coming in, core players, VIP players, everybody was playing, even though we are entering now the summer. I can say that the trajectory or the vector continues, right?
Hopefully it will continue into the third quarter. We have a little bit of August, let's say until the La Liga will come back, will take another three weeks more or less, we need to cruise through August, but I'm optimistic for Q3.
I'm optimistic.
Marcus Arildsson
Maybe just to add and just reiterate what Aviv was mentioning, both casino side of things as well as sports was doing well. The World Cup, the effect from World Cup in terms of NGR fell roughly 50% in June and 50 in July, just so you keep it in mind, no?
Just two points to add to your picture.
Michael Kupinski
That's terrific. You added approximately 40,000 new customers during World Cup.
Historically, what percentage of tournament-acquired customers remain active 6 to 12 months after a major sporting event? Obviously, you can compare it to 2022.
Aviv Sher
In general, listen, the rule of thumb, I'll start from the end. The end is that I don't know the answer by heart, but what I can say in general, what we experienced in the past, and if you want, Michael, send us an email, I'll check out and reply exactly, or with at least good figures, but in general, those players don't last a lot, and they come back again for the next big tournament, whether it's Euro Cup or CONCACAF or whatever related to the territory, and then another World Cup, or Canelo fight, those are not one-timers, but they are single bets that they bet on a single market, and so on.
You can also see it in the CPA. Our rule of thumb is if the CPA is low, probably the return would be as expected lower.
If we buy them cheap, they return cheap. This is more or less how we look at it, but I can look for the exact answer and give it to you.
This is more or less how I see this.
Michael Kupinski
Great. Then Mexico, obviously, is one of your largest growth opportunities.
You characterized the competitive environment as favorable, and mentioned about your two major competitors there. I was wondering if you could just add a little color on, because it's curious that the promotional activity, the intensity didn't sound like it was as strong during World Cup, and I was just wondering if you could just kind of add a little bit more color about the competitive environment there and the changes in promotional intensity maybe across the market, even following World Cup.
Aviv Sher
Now listen, the competitive environment, if you all read the news and follow, you see a lot of new even two big competitors, let's say they are out, we get instead of them four big competitors in, it's not a let's call it an closed competition arena. I do believe that each competitors coming in give us more strength, and the more they expose gambling top of mind, since we are veterans in the market with heavy investment into TV, and good assets, it's actually benefit us somehow.
The competitive environment is harsh. We see good competitors coming in with good products, with spending a lot of money, if you are talking about the promotional activity, giving a lot of free money, let's say around $100 free, $150 free, which are very big amounts and allow the customers to test their products.
We have a very strong brand. We have a very good retention schemes and promotional activity for our core and VIP customers, we are very confident in the work that we are doing in Mexico, but we do need to continue and invest, whether it's in top of mind or in the promotional activity, and give the money, some of the money, back to the players in terms of promotions.
We cannot ignore the competitive environment. It is getting crowded, and they are heavy spenders over there.
Michael Kupinski
Gotcha. A final question, obviously you have €60 million €62 million in cash, no financial debt.
I was wondering if you can talk a little bit about how you're thinking about capital allocation. Then you mentioned in your comments that you're evaluating ways to improve shareholder value, and I was just wondering what are the options that you're considering at this point?
Now,
Aviv Sher
Marcus, your turn. [laughter]
Marcus Arildsson
Sure. I can start.
Things have changed quite significantly for us now during the last 2 years approximately or so, no, where we have gone from bottoming out in terms of cash and where we're really now seeing significant cash flow generation, no? The most interesting thing here I think for us and for you is that starts to give us some significant strategic flexibility to look at options, no?
The things that we're pursuing, we're in close cooperation with the board, close conversations. We are evaluating strategic options as we speak, mostly in Latin America.
We're looking at how can we get our hands on specific licenses, what's the best route of getting into certain markets. As there's quite a few markets in that part of the world which is regulating, many of them for the first time, the online gaming market.
We're staying very close to those situations, and that's probably going to be one of the key avenues where we will put some of the cash to work, no? The second piece is, of course, the share repurchase programs, which we have not been active, we have not done any buybacks this year.
We did about €2.5 to €3 million worth of towards the tail end of last year. That is still in effect.
Obviously, it's sensitive, we cannot go into specific instructions that we have out there, but that's definitely still in place and that's definitely still an option of how we will deploy that extra cash we now are generating and we have in our balance sheet. I don't know, Aviv, if you want to add anything else.
Aviv Sher
No, I think it's mainly should give us a strategic ability to take bigger moves. Again, it's not a lot of cash if you want a cushion and some working capital.
We are not left with a lot of cash to do some moves, but we are constantly looking and we are keen to make some of the moves to materialize some of them. We have things in the pipeline.
Of course, some let's call it we have some more cash in surprise that we weren't prepared for, I think will take us another Q or two Qs to decide exactly how to allocate it.
Michael Kupinski
Thank you for taking my questions, and congratulations again.
Aviv Sher
Thank you, Michael.
Marcus Arildsson
Thanks to you.
Operator
Your next question comes from the line of Arthur Roulac with Three Court LP. Your line is open, please go ahead.
Arthur Roulac
Good morning, and thank you for taking my questions. My first question is on just full-year marketing spend.
I believe on the first-quarter call you'd said marketing for the full year would be roughly in line with 2025. Is that still the case?
Aviv Sher
I think, I don't know if it's a few it will be, I think, a few percentages up, more than 2025. We see good trends in Spain, where we are allocating more budgets over there and good returns.
We are making the marketing budget a bit higher, but it's a bit.
Marcus Arildsson
Maybe to add to that, given that we're also having quite good performance on NGR, in terms of euro amount, perhaps we'll come up a little bit during the full year. As a percentage of NGR, we would pretty much be in that ballpark.
Maybe also there's a secondary effect where, as we spend local currency marketing in Mexico, given that the Mexican peso so far has been very strong, obviously that translates into more euros of marketing, no? There's also that effect that we need to take into account.
Broadly speaking, as a percentage, I think we will probably end up in the same ballpark, although in terms of euros, we'll probably be a little bit more.
Arthur Roulac
The same percentage as 2025, is that what you're saying?
Aviv Sher
No, not the same percentage. I think what we are referring to, if you are looking at percentage, then it will decrease.
I'm talking about nominal amount, let's say a little bit with FX to add to it, but let's say in terms of nominal amount, the same amount. Not the same percentages.
If the NGR will go higher, probably percentages will go lower.
Marcus Arildsson
We're on track, like we did in the first part, no, that the percentages is progressively coming down, although in a nominal amount Oh,
Arthur Roulac
right, yeah, no. I know that.
I'm just saying last year you were around €86.4, at the beginning of the year you'd said you're going to be about the same level. Does that mean for the year you'll be, $2 to $4 million higher, is that sort of where you're thinking about hitting?
Marcus Arildsson
Maybe a little bit. We'll see how it comes out, what opportunities we have during the second year and what the decisions on a day-to-day basis will be.
That could be a good starting point, but also as I mentioned, we have a little bit more in euro terms. We have a little bit more marketing than we thought, just given the strength of the peso, so that adds a little bit to the picture as well.
So
Aviv Sher
Also as term of strategic approach, Art, if we are looking at it and we have let's call it excess EBITDA, we think that this money serves us good in terms of investment. We are pushing a little bit the EBITDA down, the excess EBITDA, in order to gain more positions in the marketing.
Most of it is going to digital and performance marketing to support the results. Basically, I think it's good that if we are able to spend even more than last year, but those are not big numbers.
No,
Arthur Roulac
in '24, I think you spent €90 million. Are we looking at a '24 number then, something in that range?
Probably yes.
Aviv Sher
Probably yes. We are trying to stay, let's say in a ballpark figure, we try to stay around the 100, a little bit less than €100 million, right, this is how we look at it.
Arthur Roulac
For the full year, you mean.
Aviv Sher
Yes.
Marcus Arildsson
For the full year, including of course the thinking about this well that the FX in terms of the
Aviv Sher
cost.
Marcus Arildsson
I think the FX is hurting us, no, in that sense, now given that it's a cost, but roughly speaking.
Aviv Sher
Yes. Are you sure
Arthur Roulac
you're saying that the second half will look very similar to the first half, is that what you're saying?
Aviv Sher
Yes, more or less. Because
Arthur Roulac
the first half you were at 51, if you're saying, you were at 86 last year, you're saying about 100 this year for the full year, is that what you're saying?
Aviv Sher
Probably less. Probably less than that.
Let's say I don't want to give specifics, but let's say between 90 to 100, something like that.
Arthur Roulac
I see. Okay.
Can you, I think you guys have been a public company for a long time, and you've been growing, you've been doing great. I guess the question would be, what is a more, non-growth level of, marketing for this business?
You look at, a lot of your competitors that are out there that are in more, lower-growth mode, obviously you guys are growing, almost, 27%, that's higher than other people. You're spending more money on marketing.
From a profitability perspective, what should we think about, as owners of the business in a more stable state? You have some guys that are down at 15 to 20% as a percentage of revenue, some are in the low 20s.
Is there any reason to think that in normal state where you're still getting growth, probably not 27% growth, but still healthy growth, but much more profitability, can you, after being public for so long, comment on a very high level about how we should think about that?
Aviv Sher
Yes. You want to start, Marcus, or
Marcus Arildsson
Sure. Thanks for the question, of course it's very relevant, no?
We're not in a position to communicate specific targets or specific paths, but what is clear is that we will progressively decrease marketing as a percentage of NGR over time. What is that end point, what does that end point look like, and when will we get there?
We don't have it 100% clear, neither do we want to communicate in specific points. There is clear though is that as we want to maintain the growth, and as a second point, we want to translate less marketing, less relative marketing into greater profitability, no?
We're on that path. We have been improving and decreasing the percent of marketing as percent of NGR for the last many quarters.
We will continue on that. Depending on the activity we see in the marketplace, depending on the opportunities we have, that will be a process that will take a certain pace, no?
That's the path we're on. I'm not sure if that gives you No,
Arthur Roulac
I appreciate that. I know we're all, every business has to start making more money, right?
You guys are doing a great job. I guess my question is it's more stepping back, looking at every comp out there is 15 to, 25% marketing spending.
Marcus Arildsson
Mid-20
Arthur Roulac
for some, and so my question is there any reason to think that this business wouldn't be migrating to that in the next few years?
Aviv Sher
The answer is you are correct, and we should be migrating towards those kind of let's call it the higher end, I don't believe in the lower end, at least not in a regulated market, at the higher end of the range that you said. We should get there eventually.
In certain markets, by the way, right now, we are already at those kind of levels of marketing. Don't forget that we still perceive Mexico as a growth market, and we can add more money and grow faster.
It's a very big market, and as you know and we commented before that competitors are coming in, we need to hold our positions and continue to spend money there. In Spain, we are performing much closer to the levels that you are saying, overall, I think as a healthy business, we should look at around, let's say between 22 to 28%, this is what we believe and we see in the numbers that create good EBITDA.
Again, it's important to say also, on the other hand, that it's a decision by our shareholders how much EBITDA should we generate on expense of growth, cuz we can generate much more EBITDA, we can generate less EBITDA. It depends on the strategic approach that we want to eventually communicate to the market and create the value through whatever, whether it's EBITDA, revenue, market share.
It's a game that we need to control. I think you are correct with your approach.
I think for us as a company, we are aiming for the higher end of let's say around 25%, plus minus 5% in order to optimize our investment and keep and maintaining our position.
Marcus Arildsson
Maybe just to add just a little bit more visibility in terms of there's like two sides to the business, no, like Aviv was mentioning, no? Basically, as we mentioned before, in Colombia, we're a little bit, no, in a wait-and-see mode, we're not spending much in marketing, it's same in Argentina, I would say.
In Panama and Spain, basically we are in that those type of ballparks that we're talking about in terms of perhaps what could be considered more of a stable state type of marketing level, whilst in Mexico is where we're spending more marketing, no? The answer to the question lays principally in Mexico, no, and how we manage that level of marketing.
It has come down significantly over the past years and quarters, and so there is a bit of a two different sides to the company and the business, no, in terms of marketing spend, just so you know a little bit where the the pressure points are.
Arthur Roulac
That's extremely helpful, thank you very much for that. My next question is going to be Spain and Spain's a mature regulated market, and I was just surprised that you guys were able to generate almost 25% growth.
Can you talk a little bit about how you've been so successful there?
Aviv Sher
Yes, we are very, very good at what we are doing. No, [laughter] I'm kidding.
I'll tell you what. I think there are a few factors.
Probably one of the factors is that the market itself grows double digits, we enjoy that. I think we are growing more than the market at this stage.
We manage over the past year, and this can be quoted, to stabilize better the platform. AI here, cuz I didn't hear any questions about AI throughout the whole session, but AI here in terms of technology helped us a lot to achieve stability that we were seeking for a long time in order for us to execute our plans and maintain our players and build the player value around it.
This helped a lot in Spain this last two quarters. Basically, we are enjoying a fruits of a very long investment that we've made into Spain with the brand, and now with the stability of the market, we are able to produce good player value finally in the last couple of quarters, and I hope going forward we will be able to produce even more.
Having said that, I just need to comment that regulation in Spain still lashing back, if I can say. We still have some more regulation bumps coming ahead of us in the future, not a lot.
I don't think it will affect us a lot, but still some regulation changes around the VIP and a joint deposit limits that are coming into force. I think we can overcome them and continue this very good growth.
Plus, the fact of what I mentioned before, that a lot of our excess EBITDA we put back into Spanish market and able to produce good results. We continue to buy new players that stay with us and produce high player value.
Arthur Roulac
As you look out in terms of your balance sheet, I assume you have some sort of stock buyback in place, and you haven't hit your numbers. You're trading at one time revenue, Rush Street and Super Group are trading at I think, 4 and 2.5 times, you guys are growing faster than them on a revenue perspective.
Is there a thought to bump up that level of buyback, or are you looking to go after, a license in Argentina? I don't know how close Uruguay is, ready, obviously, that the parent company is very big in Uruguay.
Can you talk a little bit more about that, cuz, cash was, we could put, €20 million, €21 million of cash on the balance sheet, almost $25 million US, stocks only at 9, $9 and change. Can you talk a little bit more about the allocation and, what you're thinking there?
Marcus Arildsson
As we mentioned a little bit during the prepared remarks, no, we are actively exploring opportunities to do exactly what you're mentioning, looking at different markets in South America where there are opportunities to enter the market. As you mentioned, Uruguay, Chile, etc., etc., that are putting in place regulation where it comes to timing-wise, a good point to make a move, no?
That's we have several of those conversations ongoing. Depending on the setup, if you acquire a license, maybe some other markets you just need to fulfill requirements and there's no real cash upfront that needs to be paid, but obviously as you enter into a market, you will need to spend money on establishing the business brand, etc., etc.
Or whether there's a, in certain other opportunities we're looking at, there's pure acquisitions. There's a range of different alternatives.
Then in parallel, of course, as you mentioned, we have the share buyback program, no, which we have in place. As you mentioned, we haven't hit our numbers, to speak, and so there'd be no shares that have been repurchased so far this year.
We expect to continue to manage these in parallel. In terms of just size, I would imagine that if we speak in a year's time from now, I would imagine that the M&A side would be, we will allocate more money through that channel, to speak, than the share buyback program.
That would be sort of just broadly speaking, I think, our expectations. I don't know if, Aviv, if you have anything to add.
Aviv Sher
No, I think all of the things that you've mentioned, Art, we are discussing in the board level and trying to find the correct path. As I said I think in previous remarks, we really hope that some of the initiatives that we want to take will materialize soon and we can use the cash.
All of the things that you've said are on the table. I just want to comment in terms of our share price.
I think part of the game that we cannot play against, let's call it the more the bigger one, Rush Street or Super Group, is liquidity. I think we suffer from a lack of liquidity, and this affects our share price.
Hopefully the buyback strategy can help with that a little bit. I think liquidity here is key.
In terms of the company, I'm sure that our company performs well and should be evaluated more, and hopefully we'll see it soon in the share price.
Arthur Roulac
Thank you.
Aviv Sher
Thank you, Art. You are helping us a lot with all those questions.
Arthur Roulac
Thank you.
Operator
If you would like to ask a question, please press star one to raise your hand. We have reached the end of the Q&A session.
I will now turn the call back to Guillermo for closing remarks.
Guillermo Lancha
Thank you. Thanks, everyone, for joining.
If you have any follow-ups, feel free to reach out. Otherwise, we will be speaking again in mid-November with our Q3 results.
Thank you.
Aviv Sher
Thank you.
Marcus Arildsson
Thank you.
Operator
This concludes today's call. Thank you for attending.
You may now disconnect.
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