Attracting foreign operators (Colombia)

Full article

1) Why Colombia is attractive to foreigners

Clear online frame. Since 2016, there has been a regulated "Internet modality" (juegos operados por Internet) under the auspices of Coljuegos: understandable procedures, public regulations and technical requirements. This reduces regulatory uncertainty at entry.

Brand transparency. The regulator maintains an open list of authorized portals: the player and partners can check the status of the permit and the term of the concession at any time - a factor of trust and sewerage of traffic to the "white" segment.

National mode for investment. Foreign companies generally enjoy a national circulation regime (on terms comparable to local ones): there are few restrictions on ownership, which simplifies M&A and green starts.

2) How authorization works: what is important for global brands to know

Colombian model - concession: the operator signs an agreement with Coljuegos for the operation of online games (including bets), fulfills the requirements for the platform/reporting and complies with the rules of responsible play. Key documents are available on the regulator's portal (2016 regulations and subsequent updates; separate package for technical requirements and AML/SARLAFT).

Publicity and market data. Coljuegos publishes statistical reports on the collection of rights to operate and press materials on the number of operating online operators (in 2024, 15 platforms were confirmed and transfers ≈ COP 317.977 million to healthcare for 2023). This helps investors assess capacity and trends.

3) Technique and product: what Coljuegos will ask

Technical requirements. For "games operated via the Internet" there are standards for cybersecurity, integration, logging, reporting and publication of game rules on the site/in the application. Current requirements are available in the latest Coljuegos document (updated in 2024).

Payment compatibility. The market is focused on local ways - PSE banking gateway and Nequi/Daviplata wallets. The application and integrations should provide for the localization of payment scenarios and transparent reporting of commissions/taxes. (Practices are confirmed by Coljuegos portal and operator materials.)

Application distribution. Google Play allows RMG applications in Colombia - when applying and with local permission. This simplifies the organics and gives an official channel outside the sideload.

4) Fiscal and enforcement realities 2025

VAT on deposits (temporary). Decree 175 of 14. 02. 2025 set 19% VAT on replenishment for online games, including money transfers and crypto assets. The measure is valid in 2025 and is accompanied by an emphasis on blocking unauthorized platforms. This affects the unit economy and UX deposit - it is important for operators to correctly show the total amount for enrollment.

Tough enforcement. Coljuegos is actively seeking to block illegal sites (including from cryptopari to electoral events) and, together with departments, is closing illegal formats. This evens out the competitive field and protects the channels of legal operators.

5) Entry models for international brands

1. Direct approach with a local "daughter." Establishment of a legal entity in Colombia and submission for concession under its own brand/domain. Pros: complete control, strong brand asset. Cons: above OPEX at the start, full compliance responsibility. (Documents and forms - on Coljuegos portal.)

2. Partnership with a local operator. Franchise/co-branding/tech-white-label with an already authorized company. Pros: fast go-to-market, local payment/marketing niches. Cons: profit sharing and dependence on a partner. (The current list of valid concessions is in the "white list.")

3. Technology Provider (B2B). Entry as a provider of lines/platform modules into the ecosystem of authorized operators, in compliance with technical requirements and AML. Pros: lower regulatory risk; cons: indirect access to the player.

6) Risks and what is worth considering in advance

Fiscal volatility. The temporary VAT regime on deposits in 2025 is an example that the fiscal framework may change; Lay sensitivity and communication scenarios in the product.

Advertising and social networks. In 2024-2025, the authorities tightened their positions against illegal draws/lotteries in social networks (up to requests for account blocking), which signals a general trend towards stricter moderation of promotional activities.

Timing and process. Industrial reviews note a relatively short cycle of consideration of applications (a landmark - about several months), but real terms depend on the quality of the package and the readiness of technical integrations. Use this landmark as a working hypothesis, drawing on the direct channels of Coljuegos.

Practical checklist for foreign operator

1. Define the entry model: direct brand vs. partnership/B2B.

2. Collect a package for the concession: corporate documents, business plan, list of games/markets, domains/brands, content and payment providers, KYC/AML/WG policies, technical integration roadmap.

3. Pass technical compliance: requirements for information security, logging, reporting, publication of rules, tests and integration with Coljuegos systems.

4. Localize payment and UX: PSE/Nequi/Daviplata, transparent calculation of VAT on deposit (2025), understandable SLAs for conclusions and support.

5. Plan marketing "in the white zone": use official status (link to the card in the "white list"), avoid gray mechanics (crypto bet on political events/" instagives ").

6. Monitor updates: Keep an eye on new Coljuegos resolutions/chords and press releases - the regulator regularly updates technical and process norms.

Colombia combines an understandable online Coljuegos frame, public registries, a national regime for foreign capital and active law enforcement - all this makes the market a convenient entry point to LatAm for international operators. With competent localization of payments, compliance with technical requirements and accurate advertising policy, the country provides predictable launch and scaling - even taking into account temporary fiscal measures of 2025.