Publication date: 17 September 2025
The Colombian iGaming market is steadily growing: more local brands are getting licensed, international players are entering the scene, and affiliate programs offer attractive RevShare and CPA deals. If you haven’t tested this GEO yet, now’s the perfect time to enter and claim your share of traffic. Our new review on 3S.INFO will be invaluable for affiliates seeking a stable GEO and webmasters looking for offers with regular payouts and legal compliance. We’ll cover everything from licensing and taxation to effective monetization strategies. No fluff, just practical insights that work in real life!
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!
Colombia was the first country in Latin America to legally regulate online gambling through Law No. 643 of 2001. Online betting and casinos were specifically addressed by amendments made in 2016 via Law No. 1753. The key document governing online gaming operators’ licensing and operations is Resolution No. 20161200032374 of 2016.
The regulator is Coljuegos, a state agency under the Ministry of Finance. Coljuegos performs several critical roles:
Online gambling licenses in Colombia are issued by Coljuegos. Both domestic companies and international firms registered in Colombia can apply for these licenses.
A single license covers multiple verticals: sports betting (including live betting), online casino games, virtual games, bingo and lotteries, Live Games and Instant Games.
To obtain a license, you need to:
The cost of the license depends on potential Gross Gaming Revenue (GGR); the minimum annual payment is 15% of GGR but not less than a fixed minimum amount. The license duration ranges from 3 to 5 years.
In Colombia, about 20 licenses have been issued, and the current list of operators holding Colombia’s iGaming license is published in a special section on the regulator’s website.
According to data from the analytical service Black (September 2025), the top 10 most popular online casinos and bookmakers in Colombia include both local and international brands:
Local companies like Wplay and BetPlay actively compete with international operators by offering bonuses and advanced mobile apps. Their strength lies in understanding cultural nuances and affection for local sports. However, they sometimes struggle with user-friendly UX design and weak SEO performance.
Operators pay:
Players are not subject to taxes on winnings.
Colombia was one of the first LATAM countries to legalize online gambling back in 2016, since then establishing itself as a regional leader in regulation. Trust in legitimate operators is relatively high — users see the Coljuegos logo, read that the operator is legal, and proceed to register.
Colombia is not just one of the largest countries in Latin America; it’s a true hub in terms of digital infrastructure, active online population, and interest in gambling. With a population approaching 52 million (according to 2024 data), it ranks third in population in LatAm, trailing only Brazil and Mexico.
Major cities include the capital Bogota (over 8 million inhabitants), Medellin (around 2.5 million), Cali (about 2.4 million), and Barranquilla (roughly 1.3 million).
The official language is Spanish, and virtually the entire population uses it. Penetration of English is low — only about 4-5% of the population can carry out basic conversations. Therefore, adapting offers, landing pages, banners, interfaces, and creatives strictly to Spanish is a must-have.
Colombia’s currency is the peso (COP).
Internet penetration exceeds 70% and continues to grow. Mobile internet usage is particularly strong: many don’t own PCs but have powerful smartphones. Over 90% of internet traffic comes from mobile devices. Almost everyone has WhatsApp, uses Instagram*, and watches TikTok. This creates excellent opportunities for media buying, especially if you’re skilled at working with mobile-first offers and vertical video creatives.
Studies* show that over 60% of adults have tried gambling at least once, with 20-25% doing so regularly. Activity is particularly high in major cities and among those aged 25-40 who grew up with the internet and smartphones.
Information from Coljuegos and Statista services.
Men dominate the player base in Colombia’s gambling sector (approximately 70%), but female participation in online casinos is rapidly increasing, particularly in slots and bingo games. The average income of users aligns with the median levels across Latin America. Despite modest bet sizes, the LTV of players can be significantly enhanced through retention strategies such as promotions, tournaments, and retargeting efforts.
Colombians are impulsive gamers. What excites them includes anything related to adrenaline: quick wins, live games, jackpots. Visually rich creative materials with bright animations and all elements of gamification perform exceptionally well.
According to Coljuegos:
According to the analytics service Blask, the top 10 most popular online games among Colombians include:
Unquestionable leader is football. National passion lies in clubs like Atlético Nacional, Millonarios, América de Cali, and of course, the Colombian national team. BetPlay League is the primary local league providing ample betting opportunities. Additionally, betting activity extends to other sporting events:
Boxing is also of great interest, especially when Colombian athletes participate.
Esports in Colombia isn’t mainstream yet, but it has good prospects. Bets are primarily placed on:
There are local tournaments, streamers, and schools, but esports’ main focus is still concentrated in the youth audience aged 18-25, often located in Medellín and Bogotá.
It is worth noting that in September 2025, the Constitutional Court of Colombia introduced a nationwide ban on cockfighting.
To keep track of all important events and competition schedules, check the Sporting Events Calendar on 3S.INFO.
The key to achieving a good ROI in Colombia lies in payment methods. If you don’t offer suitable deposit options, users simply leave. Learn why this matters in our updated overview of effective LPMs for 2025 (analysis of regional peculiarities, key trends and potential limitations).
The most popular methods for depositing funds and withdrawing winnings in Colombia are:
Among international providers, AstroPay, Skrill, Neteller and MuchBetter are well-received.
You should approach cryptocurrencies cautiously. Bitcoin is seen here not as an investment, but rather as an alternative to dollars. It’s important to offer the option to deposit using stablecoins (USDT, USDC), especially through P2P exchanges, but avoid promoting this as the primary method. Instead, use it as an additional option.
Banks play a crucial role in the process, but they may block transactions to “suspicious” merchants. Therefore, working through trusted local partners, acquirers, and payment gateways is a must. If your offer lacks localization for payments, expect a high bounce rate.
Colombia is a typical GEO where you can enter without a huge budget and achieve normal profits if done correctly. Competition exists, but it is far from what we see in Europe. Mobile offers with localized creatives and local payment methods perform particularly well.
Affiliate programs offer flexible terms: CPA ranging from $8 to $20, RevShare from 20% to 35%, plus exclusives for large volumes. For newcomers to LATAM, Colombia is an excellent starting point: you can train without excessive risk, test approaches, and identify working funnels.
Regulatory risks are minimal. Coljuegos provides clear rules and doesn’t crack down arbitrarily. However, caution is always advised if working with grey-market providers or failing to localize payment methods.
Technical risks involve possible IP blocking, though Coljuegos doesn’t engage in mass bans as seen in Brazil. The key factor is ensuring that your offer appears on the approved whitelist.
Market risks stem from fluctuations in the COP/USD exchange rate. Hence, it’s advisable to maintain financial results in USD or cryptocurrency.
What works in Colombia to attract new users to online casino and betting sites?
Content. TikTok, Instagram* Reels, YouTube Shorts are the top 3 sources of organic and paid traffic. Influencer marketing dominates: local TikTokers and YouTubers are key drivers of registrations.
Telegram channels with forecasts / Facebook* groups sharing “insights” / collaborating with betting experts who host streams also prove effective.
SEO also works effectively, particularly for the local Google search engine. Focus on queries like “apuestas deportivas Colombia,” local reviews of bookmakers and slots and comparisons of bonuses.
One successful case involved launching TikTok ads for a match involving Atlético Nacional. The promotion included a promo code linked to a landing page for registration via Nequi. Results: CPA $12, Conversion Rate 18%, ROI 220%.
Another example involves media buying through a Telegram bot that distributes predictions and gently guides users towards registration. Inside, there’s a funnel with a discount on the first deposit and promos for live casino sessions.
*Social networks Facebook and Instagram are blocked in Russia by court decision.
Colombia isn’t just a stable market — it’s your gateway to LATAM, where you can earn profitably without constant bans, payment conflicts, or losing traffic. If you’re searching for a GEO where familiar strategies yield higher returns, Colombia is your ideal choice. The audience is engaged, offers abound, affiliate programs await, and untapped niches remain plentiful. Don’t miss this opportunity: join us and select offers from Colombia’s best casinos and bookmakers!
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