Growing popularity of mobile gambling - Colombia

1) Market: the online sector is already "half of the industry" - and the lion's share of traffic comes from mobile

In 2024-2025, online games became the main driver of the legal market: according to the regulator Coljuegos, online provides about 47% of the total industry collection (recaudo). This is due to the convenience of mobile rates and the availability of applications from leading operators.

In parallel - the explosive availability of mobile Internet. According to MinTIC, there are more than 48 million mobile Internet access in Colombia; 85.4% - 4G, and 5.8% - already 5G. Penetration reached 91 per 100 inhabitants (Q4 "2024), which directly expands the mobile funnel of operators. Regional analytics GSMA confirms: Latin America by the end of 2023 brought to the mobile Internet 418 million people (65% of the population), and Colombia moves in line with this trend.

2) App store policy: green light on Google Play

From 2021, Google is gradually expanding the list of countries where applications with online betting and casinos are allowed (subject to local licensing conditions). Colombia is included in the list of "Allowed with limitations," which legitimizes the distribution of applications of licensed brands through the Play Store. This dramatically simplified the onboarding of mobile users.

3) Aggregated offering: Leaders have native apps and mobile versions

• BetPlay officially promotes the iOS app in the Columbia App Store (live betting, account management, transactions).
• RushBet emphasizes "100% legal y vigilado por Coljuegos" and suggests installing iOS/Android apps.
• Rivalo publishes an app download page (Android APK/iOS) with full betting and casino functionality.
• WPlay is present on Google Play as a local Colombian product with a focus on mobile UX.

The presence of official applications reduces friction in onboarding (biometrics, push notifications, fast live cashout), and also minimizes "downloads from unknown sources."

4) What pulls mobile share up: Five practical factors

1. Network and traffic. 4G/5G coverage + growth in mobile penetration to 91/100 inhabitants → stable live-betting and streaming matches on a smartphone.

2. Regulatory certainty. Coljuegos has a transparent licensing/collection model, which stimulates operator investment in quality mobile products.

3. Availability in sectors. Allowing real-money apps on Google Play (subject to local requirements) shortens the installation path.

4. Local phone payments. PSE and maps work natively in mobile interfaces; cryptocurrency is not allowed from licensed operators (restrains "gray" mobile migration).

5. Marketing and promo. App-exclusive bonuses/push-offers speed up the shift of traffic from the desktop to smartphones (confirmed by the operators' product communication).

5) Socio-economic context: online is growing faster than offline

Coljuegos and industry reviews note double-digit growth rates of online rates (about + 30% y/y in 2024), which helps record fees for the health care system. In practice, it is "mobile" that gives the bulk of sessions and deposits - as a result of widespread smartphone adoption.

6) Risks and control: mobile ≠ "less controlled"

Responsible play. Licensed applications implement the deposit/time limits and KYC/AML procedures required by Coljuegos.

Fighting the gray segment. The authorities are actively blocking illegal online mechanics (including social networks and unauthorized services), which directs demand to "white" mobile ecosystems.

What it means for players and operators

• Download only official applications from operators marked Autorizado por Coljuegos (on. co-domains/in the App Store/Play). This is payout and data protection.
• Evaluate live speed and cashout in the application: mobile UX among the leaders has become a key competitive advantage.

• Invest in mobile features (fast deposit via PSE, biometric login, push scripts, easy cashout) - they are the ones that grow conversion and retention.
• Follow the requirements of the store (Google Play "Allowed with limitations") and the local Coljuegos license - this is the basis for sustainable distribution.

Colombia is one of the most "mobile-ready" iGaming markets in Latin America: the combination of high mobile penetration (4G/5G), the legal status of online games and the availability of applications in sectors has accelerated the transition of players to a smartphone. As a result, the online segment has become the largest source of industry fees - and it is mobile products that form the core of the user experience today.

Note: downloads and mobile shares are dynamic for each brand; when preparing editorial materials, check the current application cards in the App Store/Google Play and regulator releases.