During GAT Cartagena, Juan Pablo Barahona, LatAm Regional Director for BETBY—a B2B premuim sports betting provider renowned for its tech-driven approach and AI-powered tools—sat down for an exclusive chat with Yogonet. He discussed the company’s standing in Colombia, the hurdles of navigating a mature market, and the outlook for growth across the region.

① How would you rate BETBY’s position in the Colombian market, and what are your projections for this year?

"We are thrilled to have been part of another edition of GAT Cartagena. We have a very strong partnership with the event's organizer, José Aníbal Aguirre. When it comes to Colombia, our focus is always on tailoring the product to the specific needs and tastes of our clients.

In Colombia, we already have several partnerships in the works that haven't been announced yet, but they’ll be going public soon—and I believe they’ll be big news for the industry. We lead with two core products: our comprehensive Sportsbook solution and our additional vertical, Betby.Games.

By integrating the full Sportsbook (which includes Betby.Games) and adding the recently approved virtual games vertical in Colombia—which has sparked massive interest among local operators—our Betby.Games solution is boosted 100% by AI.

We are very happy with how the product is being received in a market where we already have experience. That said, new challenges are on the horizon, and we are ready to face them with a top-tier product to solidify a dominant presence here."

② Colombia was a pioneer in LatAm online gaming legislation. Today, it’s a stable market with 14 well-established operators. What are the main challenges for a company like yours compared to emerging markets where it might be easier to introduce new products?

"The biggest challenge is convincing 14 consolidated operators to integrate a product that is completely disruptive. You have to understand that while Colombia is one of the most mature markets, it’s also one of the most demanding. Players there are hungry for technology that goes beyond what’s currently available.

That’s where our edge comes in. The innovative features we’re bringing to the table can truly move the needle. In a mature market, you need more than just 'more of the same'—you need superior tech and constant innovation. That is exactly the strategy we’re using to make an impact."

③ How do you see the market evolving? We know there have been regulatory shifts and that it’s an election year in Colombia. Do you expect things to open up further?

"I believe the Colombian market, despite being seen as one of the most mature in Latin America, still offers plenty of room for new players.

There are challenges, of course. Some regulatory changes haven't been fully finalized yet, but I feel there is still significant growth potential. You have legacy operators with a strong foothold, but there’s definitely space for newcomers. In fact, we know there are three new licenses set to enter the market, and one of them will be launching their sportsbook with us.

Ultimately, there’s still a lot of territory to explore. Despite the specific changes seen under the current administration, Colombia’s regulatory framework remains a gold standard for other countries because it offers stability and encourages investment."

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