iGaming Overview in Chile: Laws and Target Audience Characteristics

Publication date: 17 Jul 2025

Chile’s online gambling and betting market is one of the most dynamically developing sectors in Latin America. Rapid growth in online casinos, sports betting, and virtual entertainment coincides with active government efforts to implement modern regulations and tax frameworks. Amidst fierce competition, increasing internet penetration, and legislative reforms, Chile emerges as a magnet for operators, affiliates, investors, and international brands.

In our 3S.INFO overview, we’ll delve into why Chile is one of the trendiest markets in the region, examining regulatory mechanisms, licensing procedures, tax implications, and government efforts against illegal gambling. Additionally, we’ll provide practical advice for operators and affiliates. 

This content serves informational purposes only. We do not endorse violations of local laws or service policies. Please familiarize yourself with local regulations and comply accordingly!

• Part 2: Online Betting and Gambling in Chile: Competitive Landscape, Schemes, Case Studies
• Ready to get straight to work: Top Gambling and Betting Offers in Chile 2025
  

Why Chile Became a Top GEO?

When looking for an entry point in Latin America that offers easy traffic acquisition and scalability, with competition not yet killing conversions, Chile tops the recommendations among media buyers and gambling managers.

• Historically, Chile has strong traditions in land-based gambling. 
• Since 2021, the Chilean gambling market has shifted dramatically online: users are already present, but regulation is catching up slowly. 
• Everything proven in Europe (from retention marketing to mobile push notifications and localized bonuses) works exceptionally well here. 
• Chile is a market with strong organic traffic and high LTV, where offers are not exhausted as in Brazil, but already feature healthy demand and real money flow.

What Laws Regulate Gambling in Chile? 

In Chile, gambling activities are governed by Law No. 19,995, adopted in 2005. According to current legislation, only land-based (offline) casinos are permitted.

Since 2022, preparations have begun for the “Ley de Casinos Online” (Law on Online Casinos). 

New Gambling Law in Chile 2025   

June 16, 2025 marked a landmark date for Chile’s gambling industry. Deputy Finance Minister Heidi Berner officially submitted a bill regulating online betting to the Senate Committee on Finance. This historic move signals the start of legalization and oversight of the rapidly evolving digital betting market.

Upon approval, the bill will legalize online casinos and sports betting in Chile, introducing strict regulatory measures. 

Main Changes:

1. Licensing and penalties: General license (valid for 5 years) costs 1000 UTM annually. Temporary license costs 100 UTM. Penalties range from 11 to 200 monthly tax units for operating without a license.
2. Fight Against Illegal Operators

• Blocking access: Internet providers are obligated to restrict access to illegal platforms and ban their apps. 
• Financial Restrictions: Illegal operators cannot hold bank accounts in Chile, and banks can block their transactions.

3. Restrictions for Players. Betting is prohibited for minors, employees of the Gaming Casinos Administration, and civil servants dealing with public funds.
4. Expected Revenues: The government forecasts annual tax proceeds of 84.09 billion pesos (approximately $91.5 million).

Who Controls Online Casinos and Bookmakers in Chile? 

Ministry of Finance (Ministerio de Hacienda): Sets strategic industry policies, manages budgets, appoints members of the Superintendencia de Casinos de Juego, oversees introduction of new taxes and fees. 

Superintendencia de Casinos de Juego (SCJ): Established in 2005, regulates and supervises the gambling industry, handles licensing, audits, supervision of casino and betting operators. Will administer online casino and bookmaker licensing following the market’s official launch. 

Servicio de Impuestos Internos (SII): Collects taxes from operators and players, administers revenue collection. 

Subsecretaría de Telecomunicaciones (SUBTEL): Regulates internet service providers, involved in blocking illegal gambling sites.

How to Obtain a Gambling License in Chile? 

• Both local and foreign companies can apply — provided they are transparent, have a legal presence in Chile, sufficient capital, and clean KYC/AML records. 
• Categories: Casino (all game types: roulette, slots, card games, live games), sports betting/esports/virtual sports, poker rooms, lotteries, bingo. 
• Initial fee of 1000 UTM* (~$74,000 USD) at the start and annually thereafter. License duration: five years, renewable. 
• Additional fees apply for access to specific verticals or acquiring.

* UTM (Unidad Tributaria Mensual): Indexed amount in Chilean pesos used for calculating taxes and fees. The exchange rate is updated monthly (SII UTM).

How Does Chile Fight Against Illegal Gambling and Betting? 

• SCJ maintains a blacklist, blocks domains/IP addresses, pressures internet service providers.
• SUBTEL and banks block payments, deny acquiring for illegal operators. 
• Penalties for unlicensed operation: Up to 10,000 UTM in fines; repeat offenders face criminal liability. 
• Already, underground operators are being cut off from traffic, and once the law is implemented, the process will only accelerate (more details).

How Much Tax Do Casinos and Bookmakers in Chile Pay? 

For gambling operators, the main tax on gross gaming revenue (GGR) is 20%. Additionally, contributions to social and sports funds amount to up to 2% of GGR.

According to SCL (published May 2025), in Q1 2025, authorized casinos under Law No. 19.995 contributed $51.962 billion in taxes.
Player Winnings: Subject to personal income tax. For payouts exceeding 5,000,000 CLP (~$5,200 USD), the operator must deduct source taxes (rates ranging from 0% to 35%).
Smaller wins are exempt, but cumulative payments may trigger obligations.

Structure of Chile’s Gambling Market: Leaders and Contenders

Despite online casinos and bookmakers being in a “grey area” in Chile, the market is far from empty.   

• International Giants: Betano, Betsson, Coolbet, Betcris dominate the online segment (according to Focus Gaming News). Betano and Betsson stand out with extensive advertising, football sponsorships, influencer collaborations, and prominent social media presence.   
• Local Players: Polla Chilena de Beneficencia holds a monopoly in lotteries. New entrants Estelarbet and Betsala focus on mobile experience, localized promotions, and youth-oriented strategies. 
• SimilarWeb Rankings: Consistent top-5 performers include Betano, Betsson, Coolbet, Polla.cl, Bet365, Betcris. 
• Search Traffic Insights (Ahrefs, May 2024): Top search queries in Google include Novibet, Betsala, WinChile, Coolbet, CasinoenChile, 1Win, 1xBet.

Gambling in Chile: Audience and Marketing Characteristics

Chile is situated on the southwestern coast of South America. Demographically, the country had a population of roughly 20 million in 2024. It leads the continent in literacy, economic development, and quality of life.

Largest Cities: Santiago (4.8 million), Puente Alto (510,000), northern mining hub Antofagasta (310,000), coastal resort Viña del Mar (295,000), principal seaport Valparaíso (282,000). 

Official language is Spanish; indigenous Mapudungun has around 200,000 speakers. English usage is limited. 

Currency: Chilean peso (CLP). Chile belongs to high-income nations. Average salary is around $1,300 USD (June 2024). 

Chile leads South America in internet speed. As of January 2024, there were over 18.3 million internet users and 17.7 million active social media accounts (DataReportal Chile 2024).

Who Gambles in Chile? 

• Number of Players: Around 7 million.
• Average Spend per User (ARPU): $120 annually.
• Core Audience: 25–34 years (25%), 35–44 years (23%), 16–24 years (17%).

Source: ENV Media, May 2024

• Among 15–29 Year Olds: 80% played online games or watched streaming. 
• 89% males, predominantly aged 15–19 (82%) and with high socioeconomic status (82%).
• Average 7 hours/week playing games, 6 hours/week watching streams (mainly Twitch, YouTube).
• 50% made at least one sports bet (58% males vs. 36% females), mostly aged 20–24 (52%). 
• Over the past year, 20% of young adults placed sports bets.
• 70% favor stronger government regulation in this sector.

Sources: Superintendence of Casinos and National Youth Institute, INJUV.

Casino Games Favored by Chilean Players 

Based on SlotCatalog data (SlotRank statistics derived from 104 online casinos), the most popular slot machines in June 2024 were:

1. Gold Blitz
2. Big Bass Bonanza
3. Big Bass Splash
4. 9 Masks of Fire
5. 3 Lucky Rainbows

These slots lead in player count and betting activity within Chilean online casinos.

Sports Betting Preferences in Chile 

Chile is a country rich in sports heritage, where locals enthusiastically participate in both classical and national disciplines. Online gambling and sports betting are particularly popular among young adults aged 18–35 (61% of users, Statista, 2023). Football betting (Chilean leagues, European cups, Copa Libertadores), esports, virtual games, poker, roulette, and slots are particularly popular. Average deposit amount: $15–35 in online casinos.

1. Football undeniably leads in popularity, drawing around 50% of all sports bets nationwide. The Chilean national team ranks among South America’s top squads, celebrated internationally by legends like Alexis Sanchez, Ivan Zamorano, and Mark Gonzalez. Domestic clubs “Colo-Colo” and “Universidad de Chile” garner the greatest fan support. The national championship (Primera División), Copa Chile, and Supercup consistently engage spectators.
2. Rodeo is a national heritage. Recognized as a national sport since 1962, rodeo is particularly popular in central regions, culminating annually in the National Championship held in Rancagua. Interestingly, two decades ago, rodeo betting surpassed football in volume.
3. Chile boasts notable tennis champions, including Fernando González (Olympic medalist), Nicolás Massú (two-time Olympic gold medalist), and Marcelo Ríos (former world No. 1). The annual men’s ATP tournament in Santiago carries prize money exceeding $660,000.
4. Skiing and snowboarding. The Andes offer perfect conditions for winter sports. Portillo Resort hosts international training camps, and Chilean athletes like Maui Gayme and Noelle Barahona regularly compete in the Olympics.
5. Cueca is a traditional game. Cueca, similar to bowling, involves throwing a metal disc (“cueca”) at a target. This game is particularly popular during local festivals.

What Approaches Really Work? 

• Extremely high loyalty, especially for brands sponsoring football clubs or appearing on TV.
• Consumers respond positively to localized promotions like honest bonuses (cashback on national team matches, free bets for Chilean Primera Division). 
• Highest engagement is achieved through Facebook, Instagram, TikTok, and YouTube.  Streamers and sports bloggers perform exceptionally well.

Payment Solutions and Localization for Betting and Gambling Sites in Chile

Chile stands out as one of the most flexible payment ecosystems in Latin America. According to McKinsey, over 85% of online payments in 2025 are conducted via mobile devices.

Key Payment Methods in Chile

• Webpay: Chile’s largest payment gateway, essential for local operators. 
• Khipu: Instant interbank transfers via online banking.
• MACH: Popular fintech wallet for instant deposits and withdrawals. 
• Bank Cards (Visa, MasterCard): Account for up to 55% of payments.
• Cryptocurrencies: Bitcoin, Ethereum, USDT gaining market share, especially among younger demographics.
• Redcompra, Servipag, Transferencia Bancaria: Widely used payment methods, convenient for broad audiences.

Importance of Localization in Chile 

• Major operators support interfaces in Spanish, pricing in Chilean Pesos (CLP), and localized bonuses (e.g., “Cashback for losses in the Chilean Primera División”).
• Integration with popular messengers and social media (WhatsApp, Facebook Messenger) for client interaction. 
• Mobile apps are a must-have. Statista reports that over 68% of bets and games are placed via mobile devices.

What’s next? Moving from theory to practice! Delve deeper into the topic with our guide: “Chile’s Online Betting and Gambling Market: Analysis, Strategies, and Successful Practices.” Explore detailed insights on effective marketing channels in Chile, opportunities for affiliates, traffic and business risks. 

Chile already has a well-established and popular land-based gambling market enjoyed by adult audiences. Soon, traditional formats will be complemented by online bookmakers and casinos—this shift is imminent! Given the country’s relaxed travel restrictions, now is the ideal moment to enter this promising market. Chilean consumers exhibit high purchasing power and a keen interest in gambling activities.

3SNET currently offers top-tier betting and gambling offers tailored for Chilean traffic. Don’t miss the opportunity to enter this rapidly expanding market! Chile is a GEO where your business can gain a significant edge!