Play’n GO has launched its complete games portfolio with Betano in Colombia, deepening the supplier’s presence across the Latin American region through Kaizen Gaming’s well-known brand.
The rollout immediately gives Betano Colombia customers access to flagship titles including Book of Dead and Reactoonz, alongside the supplier’s broader catalogue.
Colombia’s gambling regulator, Coljuegos, authorised Kaizen Gaming Colombia to operate Betano.co back in November 2024, making it the 16th licensed online betting operator in the country.
Coljuegos currently lists 15 authorised online operators including Betano, following the approval of Mr. Yoker as the most recent entrant in May this year.
Michele Stefanelli, head of account management at Play’n GO, described the importance of understanding regional player behaviour when entering markets like Colombia.
Stefanelli said: “Local insight is what turns good performance into great performance. We’ve always built our portfolio with a global-first mindset, focusing on strong entertainment value, narrative depth, and innovative mechanics that resonate across markets.”
He added that Colombia stands out as a proven and stable environment for international gaming brands looking to establish a long-term regulated foothold in Latin America.
Stefanelli noted: “Colombia is one of the most mature and stable regulated markets in Latin America, which makes it an extremely valuable proving ground for long-term, sustainable expansion.”
On the question of how player preferences differ in the region, Stefanelli pointed to mobile usage patterns and an appetite for variety as defining characteristics of the Latin American player base.
“The region is heavily mobile-first, with players expecting fast, seamless gameplay and content that performs consistently across devices,” Stefanelli explained, highlighting a key distinction from other global markets.
Coljuegos has also been active in policing unlicensed operators, having sought blocks against 46,228 websites it considered illegal since 2022, reinforcing the value of operating within Colombia’s regulated framework.
The regulator ties online gaming revenue directly to public healthcare funding, having transferred more than COP 4.01tn (€1.05bn) to Colombia’s healthcare system since 2022.
One significant opportunity for Play’n GO through this partnership involves converting Betano’s sports-betting audience into casino players, a vertical where the supplier’s catalogue can add immediate value.
Stefanelli explained: “With partners like Betano, who have a strong sports-first acquisition model, the opportunity lies in introducing those players to premium casino content at exactly the right moment.”
Colombia’s market has not been without challenges, as recent efforts to significantly increase taxation on the iGaming industry have created uncertainty for operators and suppliers navigating the regulatory landscape.
Play’n GO has signalled it is prepared to adapt, with Stefanelli stating: “We don’t approach challenges like taxation changes in isolation. Instead, we collaborate with our partners to find balanced solutions that protect both player value and operator performance.”
Looking further ahead, Stefanelli indicated the direction of travel for Play’n GO’s operator partnerships involves more customised, interactive, and differentiated player experiences tailored specifically to each individual market.
He stated: “Play’n GO has already been evolving beyond content delivery into a broader entertainment and marketing partner for our operators, helping them create more engaging player journeys across their platforms.”
For Betano, the deal adds a full and established supplier catalogue to a platform already licensed for online gambling in one of Latin America’s most competitive regulated environments.
For Play’n GO, the partnership opens a broader and more direct route to Colombian casino players, reinforcing its regulated-markets-first strategy for sustainable long-term growth across the wider Latin American region.
