Play’n GO has launched its games catalog alongside Betano, Kaizen Gaming’s online brand, in Colombia. The provider continues to expand its presence in the country, after entering the market in 2018.
Betano customers in Colombia will be able to access Play’n GO’s complete library, which includes titles such as Book of Dead and Reactoonz.
“Knowledge of the local market turns good performance into excellent performance. We have always adopted a global mindset when developing our catalog, and we have focused on offering valuable entertainment, narrative depth, and innovation in game mechanics,” said Michele Stefanelli, Head of Account Management for Latin America at Play’n GO, to staging-latam.next.io/.
“Likewise, we are aware of the regional nuances and their implications. That is why we work closely with our operator partners in order to deepen and improve our understanding of users’ behaviors, preferences, and needs, always taking into account the cultural diversity among the different markets,” he stated.
“In Latin America, this means combining globally popular games, such as Book of Dead, with more local content that reflects consumers’ tastes in terms of volatility, pace, and theme,” he added.
Kaizen Gaming, through its brand Betano.co, obtained a license from Colombia’s gaming regulatory body, Coljuegos, in November 2024.
Currently, there are 15 platforms authorized by the regulator. Global Vitxo S.A.S, with its brand MrYoker.co, is the most recent to receive authorization from Coljuegos.
Betting on legality to clean up the market
Coljuegos recently announced that, between 2022 and 2026, it ordered the blocking of 46,228 illegal betting platforms.
The president of Coljuegos, Marco Emilio Hincapié, stated that “never before had an administration fought illegal gambling so forcefully.”
It is worth noting that gambling has contributed more than 1,000 million euros to the country’s health system over the past four years.
Despite the progress made, the fight against illegality remains one of the main challenges for the sector. Industry associations insist on the need to promote more aggressive strategies and to have policies that favor the growth of the regulated offering.
Regional differences
According to Stefanelli, all players seek quality entertainment, regardless of geography. This involves solid mechanics, captivating and creative narratives, as well as quality execution.
“In the case of Latin America, what changes is the way experiences are consumed. It is a region that prioritizes mobile devices and expects a fast and smooth gaming experience, with content capable of performing consistently in the mobile environment,” Stefanelli explained.
“Players also want variety. While established titles perform very well, there are other newer formats and features that are gaining ground,” he emphasized.
Regarding the importance of the Colombian market within Play’n GO’s growth strategy in Latin America, Stefanelli said that “it is one of the most mature and stable regulated markets in the region” and a great opportunity of value to achieve “sustainable long-term expansion.”
Regarding proposals to increase the tax burden on the sector, he noted that “we do not address regulatory challenges in isolation, but rather work with our partners to find solutions that protect both operators and players.”