Snapshot of Colombia’s regulated betting market: fifteen brands, a year of contrasts
Colombia’s betting industry has, for years, operated on two parallel fronts: a regulatory one, fought through bulletins and blocking orders, and a purely commercial one, driven by user acquisition and the revenues generated by each operator. Recent data from Blask offers a closer look at the latter, which is rarely quantified with precision: how each of the fifteen licensed operators in the country performed between May 2025 and May 2026.
Coljuegos and MinTIC tighten enforcement against illegal operators
Coljuegos, the regulator of games of chance in Colombia, issued a bulletin on 2 July 2026 reporting 46,228 blocking orders against unauthorised betting sites, counted since 2022. The entity’s president, Marco Emilio Hincapié, attributed this outcome to the work of its Artificial Intelligence Centre, which, he explained, has optimised the detection and blocking of such websites in coordination with the Ministry of Information and Communications Technologies (MinTIC) and internet service providers.
According to the official, the figure is unprecedented in the entity’s history: a total of 55,658 blocking requests have been issued since its creation, with 83 per cent of that cumulative total generated over the past four years. Hincapié also reiterated the call for users to place bets only with the fifteen operators authorised by the entity to ensure both data protection and tax contributions to the country.
This is the institutional framework within which licensed brands operate. What follows is a snapshot of the legal betting market’s performance over the past year, based on data from Blask, a firm that analyses betting brands active in Colombia.
Size of the regulated betting market
Between May 2025 and May 2026, the fourteen licensed brands reporting valid data generated a combined CEB of $644.58 million. CEB is the revenue projection calculated by Blask for each brand based on brand strength, customer conversion performance, and competitive dynamics; the source does not specify the meaning of the acronym, only its function.
According to the same source, this segment accounts for 96.09 per cent of CEB share, meaning market share measured in projected revenues, and 97.75 per cent of APS share, the English acronym for Acquisition Power Score, an indicator of how effectively each brand converts market presence into acquiring new customers. Both percentages are calculated within the universe of brands monitored by Blask in the country.
In other words, the regulated segment concentrates the vast majority of projected value, placing the fifteen licensed brands at the centre of gravity of Colombia’s betting industry.
‘Winners and losers’ within the regulated segment
Within this licensed universe, however, not all brands experienced the same year. BetPlay leads the ranking with an average projected CEB of $280.46 million, although its year-on-year trend was negative, declining by 25.6 per cent according to the Blask Index, which updates its calculations hourly based on search data analysis.
Rushbet, by contrast, grew by 15.6 per cent and consolidated its position as the country’s second-largest brand by projected revenue. Betano recorded the strongest growth across the regulated list, with year-on-year growth of 483.5 per cent, although its absolute CEB figure of $3.98 million remains modest compared to market leaders. Luckia also reported a strong year, with a 46.6 per cent increase.
At the other end, Sportium declined by 28.8 per cent, Rivalo by 27.4 per cent, and Codere by 23.8 per cent, while Wplay fell by 16.4 per cent and YaJuego by 15.6 per cent. This uneven performance, with some brands dropping sharply while others grow by double and triple digits over the same period, demonstrates that even within a segment that dominates the market in aggregate terms, competition among licensed operators is intense and produces widely varying outcomes.
Two ways of measuring the same market
Coljuegos presents its own perspective: 46,228 blocking orders issued since 2022, a historical total of 55,658 requests, and a call from its president, Marco Emilio Hincapié, for users to bet exclusively with the country’s fifteen authorised operators. This is the metric by which the regulator measures its performance: the volume of administrative action against unauthorised betting operators.
The snapshot offered by Blask data measures something different: the real commercial performance of licensed brands, with clear winners and losers within the same regulated segment, and a market share distribution that places those fourteen brands with valid data at the centre of gravity of the industry. Neither measurement replaces or invalidates the other; they simply document different layers of the same market, one through the lens of public regulation and the other through commercial performance.
This article was first published on the Spanish SiGMA News page on 9 July 2026.
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