Play’n GO has taken its full games portfolio live with Betano in Colombia, extending the supplier’s Latin American distribution through Kaizen Gaming’s well-known online brand.
The rollout gives Betano Colombia customers access to titles including Book of Dead and Reactoonz. Play’n GO said in a release that its entire portfolio is now available through the operator’s local platform.
Michele Stefanelli, head of account management at Play’n GO, told NEXT.io: “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.
“At the same time, we recognise that regional nuances matter. That’s why we work closely with our operator partners to understand player behaviour, preferences, and cultural touchpoints on the ground.
“In Latin America, this typically means balancing globally recognised titles like Book of Dead with content that reflects local tastes in volatility, pacing, and themes.”
Coljuegos, the country’s gambling regulator, authorised Kaizen Gaming Colombia to operate Betano.co in November 2024.
The approval placed the company among Colombia’s licensed online betting operators as the 16th entrant.
Coljuegos currently lists 15 authorised online operators, including Betano, after approving Mr. Yoker as the latest entrant in May this year.
Play’n GO’s deal with Betano gives the operator more casino material inside a market already served by a variety of domestic and international brands.
Legitimate offerings help clean up Colombia’s market
Coljuegos continues to police the divide between licensed and unlicensed sites. Last week, it revealed it had sought blocks against 46,228 websites it considered illegal since 2022.
The regulator also links online gaming receipts to Colombia’s health system. In May, Coljuegos announced it had transferred more than COP 4.01tn (€1.05bn) to the country’s healthcare system since 2022.
NEXT.io asked Play’n GO to define how player preferences differ in Colombia and Latam compared to the rest of the world. Stefanelli explained: “At a fundamental level, players everywhere are looking for the same thing: great entertainment. Strong mechanics, engaging narratives, and high-quality execution resonate across all markets.”
“Where Latin America differs is in how those experiences are consumed. The region is heavily mobile-first, with players expecting fast, seamless gameplay and content that performs consistently across devices.
“There is also a strong appetite for variety – a mix of globally recognised hits and innovative new mechanics. Established titles perform strongly, but newer formats and features are also quickly gaining traction.”
Play’n GO described Colombia as one of Latin America’s more stable regulated markets. That status has drawn a series of international betting and gaming brands, including Betano, into the country.
The company has the ability to leverage Betano’s sports-first player acquisition pipeline to funnel and convert users into the online casino vertical. “This is where true partnership really comes into play,” said Stefanelli.
“We’ve always said that we’re not just a content supplier – we work hand-in-hand with operators to deliver a complete entertainment experience, supporting the full player journey from acquisition through to retention.
“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. That means aligning marketing, CRM, and in-product experiences to ensure a seamless transition between verticals.”
Colombia expansion a strong strategic move
The expansion in Colombia is part of a larger plan by Play’n GO to access the larger Latin American market.
Stefanelli added: “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.
“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.”
Although Colombia’s iGaming market has been robust for years, there have been efforts recently to significantly increase the amount of tax paid by the industry.
These have faced resistance and have not found success, but there are still initiatives to add new taxes or restrictions that those operating in the industry must be prepared for.
As such, Play’n GO may need to be prepared to adapt its RTP strategies or game margin structures to support Betano while keeping games attractive enough to prevent players from drifting back to unregulated channels.
That’s a real threat that has already been seen in other markets.
To that, Stefanelli told NEXT.io: “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.
“Our track record in regulated markets around the world means we’re well-equipped to adapt to evolving frameworks while maintaining that balance between compliance, sustainability, and player appeal.”
Local content a strong driver of success
NEXT.io asked Play’n GO if there are plans to introduce exclusive network tournaments, custom Betano-branded jackpot pools, or shared gamification layers specifically targeted at Colombian players to differentiate this launch from other operators in the region.
Stefanelli explained: “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.
“While specific initiatives will always be driven by joint strategy with partners like Betano, the direction of travel is clear: more customised, more interactive, and more differentiated experiences tailored to each market.”
For Betano, the integration adds a full supplier catalogue to a platform already authorised for online gambling.
For Play’n GO, it opens a wider route to Colombian casino customers, as well as the Latin American market, through an established local licensee.