Play’n GO Launches Casino Portfolio with Betano in Colombia

Play’n GO has launched its full games portfolio with Betano in Colombia, enhancing the supplier's Latin American distribution through Kaizen Gaming’s online brand. This strategic collaboration grants Betano Colombia customers access to Play’n GO titles, including Book of Dead and Reactoonz, with the entire portfolio now available on the operator’s local platform.

Key Takeaways

• Play’n GO has launched its full casino games portfolio with Betano in Colombia.
• Betano Colombia customers can now access popular titles such as Book of Dead and Reactoonz.
• Coljuegos authorized Kaizen Gaming Colombia to operate Betano.co in November 2024.

Regulatory Framework and Licensing

Coljuegos, Colombia’s gambling regulator, authorized Kaizen Gaming Colombia to operate Betano.co in November 2024. This approval positioned Betano as the 16th new betting operator in the country. Coljuegos actively monitors the market, having sought blocks against 46,228 illegal websites since 2022, and directs online gaming receipts to Colombia’s health system.

Market Expansion and Implications

Play’n GO's agreement with Betano expands the casino material available within Colombia's competitive market, which already features numerous domestic and international brands. Play’n GO identifies Colombia as one of Latin America’s most stable regulated markets, attracting international betting and gaming brands like Betano. This expansion forms part of Play’n GO's broader strategy to access the wider Latin American market.

Strategic Partnership and Player Focus

Michele Stefanelli, head of account management at Play’n GO, highlighted the importance of local insight in market performance. Stefanelli noted that Play'n GO builds its portfolio with a global-first mindset, emphasizing entertainment, narrative, and innovative mechanics that resonate across diverse markets. The company collaborates closely with operator partners to understand regional nuances, player behavior, preferences, and cultural touchpoints. Stefanelli further elaborated on the company’s approach:

“At Play’n GO, our approach to global expansion has always been rooted in regulated markets first – taking the time to understand local frameworks, build strong partnerships, and establish a compliant foundation before scaling further.”

Stefanelli also explained that the Latin American region is heavily mobile-first, with players expecting fast, seamless gameplay and consistent content performance across devices, a key characteristic of new mobile casinos. This partnership allows Play'n GO to leverage Betano’s existing sports-first player acquisition model to introduce users to its premium casino content.

Sources: Play’n GO expands Latam footprint with Betano Colombia launch