Betsson AB has expanded its technology partnership with Gaming Innovation Group (GiG), which will serve as the lead platform provider for its burgeoning Colombian business. 

In the summer of 2020, Betsson entered Colombia’s regulated online gambling marketplace, acquiring a 70% stake in market-leading sportsbook operator ColBet – an asset subsequently rebranded to Betsson.co. 

GiG has supported Betsson’s Colombian market expansion, helping its partner migrate the ColBet brand onto its new Sportnco platform, a process that began in July of last year. 

Betsson underlined the positive contribution of the GiG migration, which saw its Colombia online and retail units bolstered by the Sportnco platform’s player account management system. 

“As part of our rebranding in Colombia, we migrated to GiG’s platform, which we are using in some of our other markets,” said Andrea Rossi, Betsson Commercial Director for LatAm markets. 

“We chose GiG as we believe that they are the best partners with whom we can keep growing in the market of Colombia. We know the platform, its capabilities, and we have a very good relationship with the team and this latest partnership solidifies that connection.”

H1 trading saw Betsson highlight its corporate strategy of pursuing growth in ‘underpenetrated LatAm markets’ that have delivered consecutive ‘all-time-high’ quarterly revenue results of €46m.

Colombia is recognised as a lucrative prospect for Betsson and GiG as online gross profits are estimated at $420m for 2021 according to H2 Gambling Capital, growing at an impressive 120% year-on-year.

Hervé Schlosser, Managing Director of Sportnco Gaming, added: “We are delighted to formally announce the agreement with Betsson in Colombia, which underlines the strong geographical footprint we are establishing in LatAm.

“Both the growing demand of our solutions and our reputation, particularly alongside tier one operators Betsson, is a great source of pride for our group and we are full of expectation for the future.”