The gaming industry is reinvented in Colombia with the regulation of the sector and the recent licensing to operate online, generating a fantastic opportunity for the business, but also a challenge to reach a player with very specific habits and needs and increasingly demanding.
The entire international gaming industry is looking at the regulatory phenomenon in Latin America and Colombia is the country that achieves the greatest organization and economic weight. An area that emerges as a pioneer in Latin America regulating online game operations and reinforcing the fight against illegality: a challenge for operating companies at a time when the arrival of large specialized multinationals is expected and growth of investments.
The opening of the legal market to online gambling in Colombia means offering a new product to an audience that has never played this type of format or, if it has done so, it has not been regulated. At present, the gambling industry in Colombia generates a total of US$ 3.95 billion with a per capita expenditure of US$ 79 per inhabitant per year. Of the adult population, 43% have played at least once in the last twelve months. To maintain a strong sector that incorporates the latest technological innovations to offer a competitive and quality digital service is the great challenge.
According to a recent study of the global market of online gambling and betting, the five main trends that affect the global online gambling market are: the growing number of women who bet online; the increase in the penetration of credit and debit cards; the change of game habits by the new formats available; the use of alternative payment methods; and, lastly, the change in the marketing strategies of the companies in the sector. Forecasts for this segment are that online gambling will exceed US$ 60.000 million in billings by the end of 2020.
Given all these data that demonstrate that evolution is moving exponentially towards the digital format and connectivity, this licensing will allow the sector to offer a new approach, a better and greater access to products and services and a gaming experience in which, in addition to the advances in graphics, mathematics and variety of titles, the player can access them anywhere thanks to the internet. Being aware that digital is here to stay and that everything that happens from now on must be in its totality or to a large extent in this format, is now an obligation if you want to not only prosper but survive in this sector.
From the marketing departments of the companies in the sector we are also facing a revolution that we have been facing for some years and that is growing unstoppably: our strategies are increasingly focused not only on getting and retaining more online gambling players, but to innovate in formats, channels and advertising content. Now more than ever, business plans must adapt to each market. Online players have more knowledge than ever about the available offer and are unfaithful by nature.
A 'one size fits all' approach is not enough in such a competitive environment with such demanding players. Operators must learn from their customers and adapt their products accordingly. This not only increases your loyalty level, but also allows operators and suppliers to learn and develop new products that have the potential to be used elsewhere.
Finding the right partner is key to achieving success and making the most of this occasion. Aware of this, from R. Franco Digital we work for the operator offering all the services, products and contents that it may need. To sum up, we try to make the management of online gaming a simple, safe and with maximum guarantees both technical and legal level.
For companies with a long history in the international sector as Grupo R. Franco, the regulation of the online gaming sector in countries like Colombia gives us the opportunity to export a flexible, scalable and fast infrastructure model to implement to support our partners. To give an example, our IRIS platform, with which Corredor Empresarial operates in Colombia after the acquisition of the license, has already been serving for months with great success.
The Colombian operators who want to make the leap to the internet have to create alliances to achieve a leadership position. The keys to choosing a partner will be based on innovation, experience, profitability, safety and reliability demonstrated in other markets. Having the right allies to face this challenge will be absolutely necessary to achieve success.
Source: GMB
