Grupo Orenes Expands Colombia iGaming Strategy

A year after entering Colombia through the acquisition of a 51% stake in Zamba.co, Grupo Orenes has continued to strengthen its presence in one of Latin America’s most active regulated betting markets. The move, carried out in partnership with Grupo Vicca, forms part of a longer-term strategy focused on establishing a solid foothold in markets with sustained growth potential.

Álvaro Remiro Chacón, Country Manager for Colombia, said the objective was not simply market entry but building a strong base in a stable and well-regulated environment. He noted that the combination of Orenes’ international experience and Vicca’s local expertise has supported a more efficient expansion process.

Colombia remains one of the region’s most consistent betting markets, despite recent regulatory and tax adjustments. Growth continues to be driven by increasing adoption of digital payments, a growing familiarity with online betting and the evolution of products that combine sports betting with live casino features to enhance interactivity.

Looking ahead, personalization and gamification are expected to shape the market further, with operators focusing on better understanding player behaviour and delivering tailored experiences. A mobile-first approach is also becoming increasingly important across the sector.

However, recent tax reforms have introduced additional challenges for operators, particularly with the implementation of a levy on online deposits. According to Remiro Chacón, higher costs and complexity could risk pushing players toward unlicensed operators, which would negatively impact both the regulated market and consumers.

He pointed to similar trends in some European markets, where increased taxation has affected competitiveness and overall market appeal. Maintaining a balance between regulation and accessibility remains a key consideration.

Addressing illegal competition continues to be a priority, with operators needing to remain competitive while also supporting measures to limit the visibility and reach of unlicensed platforms, including restrictions linked to sports broadcasting.

The upcoming FIFA World Cup 2026 is expected to provide a boost to the sector, typically driving higher engagement and player acquisition. However, Remiro Chacón emphasised the importance of focusing on long-term customer experience rather than short-term gains during peak events.

Overall, Grupo Orenes’ approach in Colombia centres on building a sustainable presence through product development, customer insight, retention strategies and operational expertise, while remaining open to further investment as the market evolves.