The newly-regulated market in Brazil has dominated the gambling industry headlines in South America recently but Latin America boasts plenty more growing markets, including Colombia.
While countries across the region have some similarities, the key for operators thinking of launching and growing a brand is to understand the differences to ensure they have an in-depth understanding of their target market.
As a leading global sportsbook supplier, Altenar works with operators across the continent and can help provide the knowledge and expertise which could be the difference between success and failure for your brand.
Ahead of Altenar’s attendance at GAT Expo 2025 in Cartagena on April 28-30, we look at the key features of the Colombian gambling market and some of the ways in which our products and services can help operators thrive.
Strong growth
Online gambling was credited by the National Administrative Department of Statistics with a significant contribution to the growth of Colombia’s GDP in 2024, especially sports betting which accounted for 47% of total GGR in the country in Q2.
Solid foundations
Colombia was the first country in Latin America to regulate online gambling, having done so in 2016. The government has used the iGaming industry to generate funding for healthcare schemes and recognises the potential of helping the market grow. While the recent introduction of emergency VAT has caused issues, Colombia has a history of clear and concise regulations which have allowed licensed operators to thrive.
Passion for sport
While Brazilians are known for their love of sport, do not underestimate the passion of Colombians either! Colombia’s run to the final of last year’s Copa America was a factor in the healthy GGR figures for 2024 while domestic and foreign soccer competitions are popular. US sports are also growing in popularity, especially amongst the younger generations.
Altenar in Colombia
Here are some of the main reasons to choose Altenar as your sportsbook provider in Colombia…
Powerful promotions
Altenar has a range of promotional tools which allow operators to boost player acquisition and retention rates in markets where soccer is the dominant sport. Early Payout and Bore Draw can prove key differentials in a competitive market, while Bet Builders, in-play betting and a number of features all enhance the user experience. Operators can also use our
trading manager tool to ensure your brand offers the best odds on the markets which matter most to your players.
Comprehensive content
Altenar’s sportsbook caters to the needs of all your players. Our extensive coverage of major American sports includes player props and same-game parlays, while the growing trend for betting on eSports and virtual sports are covered by partnerships with leading providers. The use of official data feeds ensures a wide range of markets for an extensive number of events and competitions, and our customisable front-end solutions mean your site can be tailored to the preferences of your brand.
Specialist support
Trading and support teams dedicated to Latin America ensure operators get the best possible service from people speaking the same language and based in a similar timezone, while dedicated account managers help you optimise your strategy based on years of industry experience.
LatAm Sales Manager Frederico Caputi is attending GAT Expo and is keen to highlight the benefits of Altenar’s service to operators in the region.
He said: “Beyond a solid sportsbook platform, what we offer is local focus. Our teams speak the language, understand the regional dynamics, and work side by side with each partner to adapt and optimise their strategy for each market. Colombia has a mature, regulated environment — and we’re here to help operators make the most of it.” Ready to find out more? Book a meeting to discuss your plans for Colombia.
