TLDR
- Grupo Orenes bought a 51% stake in Zamba.co and is expanding its presence in Colombia’s regulated betting market
- Digital payments and growing online betting adoption are driving market growth across Colombia
- New tax on deposits for online platforms is creating challenges for operators and long-term planning
- Illegal betting operators remain a top concern as higher costs could push customers to unlicensed platforms
- The FIFA World Cup 2026 is expected to boost betting activity and attract new customers
Colombia’s regulated betting market is drawing fresh investment even as new tax rules create headaches for operators. Grupo Orenes, a global betting company, has been deepening its footprint in the country one year after acquiring a 51% share in local operator Zamba.co.
The deal was carried out alongside Grupo Vicca, a partner with deep knowledge of the Colombian market. Together, the two companies are building what they describe as a long-term operation in one of Latin America’s most active betting jurisdictions.
Álvaro Remiro Chacón, Country Manager for Colombia at Grupo Orenes, said the move was about laying foundations in a stable and well-regulated market. He credited the partnership with Vicca for helping the company move quickly.
Colombia’s betting sector has been growing steadily in recent years. Online gambling adoption has risen as more people become comfortable placing bets through digital platforms.
Remiro Chacón pointed to three main drivers behind this growth. Digital payments have become more common. Consumers have gotten used to betting online. And betting products have become more interactive, blending sports wagering with live casino features.
The market is also shifting toward personalization and gamification. Operators want to understand their customers better and deliver tailored experiences. A mobile-first approach is becoming the standard across the industry.
New Tax on Deposits Raises Concerns
Despite the positive trends, a recent tax reform has introduced complications. A new tax on deposits made through online betting platforms is affecting how companies invest, hire, and plan for the future.
Remiro Chacón warned that if the legal betting environment becomes too expensive or complicated, customers could turn to illegal operators. He called that outcome a loss for everyone involved, including regulators and consumers.
He pointed to examples in Europe where high tax rates have made legal markets less attractive. In some cases, that shift pushed bettors toward unlicensed platforms operating outside regulatory oversight.
Illegal competition is already one of the biggest challenges in Colombia’s betting sector. Licensed operators are under pressure to stay competitive on pricing and user experience to keep customers from moving to the black market.
Remiro Chacón also called for restrictions on illegal operators appearing in sports broadcasts. He said enforcement efforts in that area could help level the playing field.
World Cup 2026 Expected to Drive Betting Activity
The FIFA World Cup 2026 is seen as a major opportunity for the industry. Events of that scale typically bring in new users, increase engagement, and open doors for cross-selling other betting products.
Remiro Chacón said the company’s goal is not just to maximize revenue during the tournament. He emphasized making the experience fun and exciting for users, with a focus on quality over short-term gains.
Grupo Orenes is taking a long-term view of its Colombian operations. The company is investing in product development, customer retention, and team building.
The brand continues to evolve as the regulatory landscape shifts. Grupo Orenes has said it remains open to further investments in Colombia going forward.
Colombia’s online betting tax took effect as part of broader fiscal reforms passed in recent months, and operators are still adjusting their strategies in response.
