Colbet gears up for live casino launch as part of Colombian Betsson rebrand

Colombian operator Colbert prepares to launch its live casino, after prior approval from the local regulator Coljuegos in 2020; the same year that 70% of the company was acquired by a gaming and sports betting operator Betsson.

The brand, which had previously announced that it would begin operating under the Betsson name, estimates that its sports betting vertical will continue to contribute around 80% of the group’s total revenue. However, the casino business will increase its claim to 20% through the new modality.

“According to Coljuegos figures, casino growth levels are over 100%, which is why it is very important for us to be competitive in the market,” said Santiago Melo, general manager of Colbet, at the local outlet La República.

“On the other hand, last year was a year of transition. We have recruited a new sales team, changed platforms, and we have one last step to completely renew by the first quarter of the year, we will change our name from Colbet to Betsson, to be part of the international corporate structure,” he said.

The operator believes the change will help its popularity with Colombian gamers. Currently, it is the eighth most popular company, but it expects to be in the top three after the aforementioned rebranding.

Melo explained that increasing their offer is already one of the pillars of the company’s expansion, since they have gone from 25 games, which he describes as an unattractive offer for the market, to more than 400 in the last few months.

The general manager also explained that sports betting helps to attract more players and that the FIFA World Cup in Qatar later this year will be key.

“Football is still the most popular sport, it is driven by passion and that is what will help us once the Liga Colombiana resumes its activities”, he explained, specifying that tennis and football basketball are also in demand by Colombian players.

In October 2017, Colbet became the fourth company to obtain a license from Coljuegos to operate online games in Colombia, under the domain

Betsson acquired a 70% majority stake in Colbet in July 2020 as part of the Swedish company’s international expansion strategy, and migrated Colombian operations to Betsson’s platform with the aim of “providing the market local a betting house and casino with state-of-the-art technology and a wide range of payment solutions.