Colombia’s regulated gambling market is set for expansion as the national gambling authority, Coljuegos, approves a new concession to legalize keno games in four regions. This strategic move is anticipated to reshape the nation’s revenue landscape significantly, channeling an estimated $485 million into public health funding over the next five years. Keno sales are expected to hit $2.3 billion during this period.
The introduction of keno in Colombia marks a major economic development for the nation’s gambling sector. The legalisation will come into effect in January 2026, following a four-month pre-operational phase. During this time, selected operators will prepare for nationwide distribution. Coljuegos has authorized three companies—Keno S.A.S., Blinkazar S.A.S., and Keno Región 3 S.A.S.—to launch the game in designated areas, including Bogotá. Keno, defined by Coljuegos as a “game of luck and chance,” involves players selecting 10 numbers from 1 to 80, which are then matched against 20 random numbers drawn by a certified Random Number Generator.
This launch is one of the most significant since Colombia established its regulated online gambling framework in 2016, the first in Latin America. The decision to legalize keno is part of a broader strategy to enhance public funding for health and welfare programs through increased gambling revenues. Marco Emilio Hincapié, President of Coljuegos, emphasized that the concession was awarded through a transparent process, reflecting the regulator’s commitment to market integrity.
“We are pleased to tell the public that the award was made in a transparent manner and with a plurality of bidders,” he said. He added that broadening the gambling offer would benefit bettors and consolidate the sector as a pillar of the national economy. The rollout will see over 16,000 sales terminals deployed across Colombia, supporting the country’s aim to expand regulated gambling while ensuring market integrity and responsible gaming.
Coljuegos’ financial projections align with its objective to boost contributions to Colombia’s subsidized health system, which received $225 million from gambling operations in the first half of 2025. This figure underscores the gambling sector’s crucial role in funding public services, as highlighted by a previous report showing Colombia’s gaming industry transferred over $220 million to healthcare during the same period.
This new concession comes as Colombia intensifies its efforts against illegal gambling operations. Just weeks before the keno announcement, Coljuegos reported the seizure of 569 illegal gambling items, demonstrating its dedication to curbing unlicensed activity. The regulator has been active in enforcing compliance, as evidenced by campaigns targeting illegal gambling, which further bolster its dual focus on compliance and market growth.
As legal gambling in Colombia expands into new verticals, the introduction of keno represents a critical step in the nation’s regulatory evolution. It positions Colombia as a leading example in Latin America of sustainable market development, balancing innovation, compliance, and social responsibility. This initiative adds another dimension to the country’s efforts to create a diversified and transparent gambling ecosystem.
However, the move to legalize keno has not been without its critics. Some industry observers express concerns about the potential social impact of increased gambling, particularly on vulnerable populations. They argue that while the economic benefits are clear, the government must ensure that adequate measures are in place to prevent gambling addiction and protect consumers.
In response to these concerns, Coljuegos has committed to maintaining strict oversight of the market. The regulator emphasizes its dedication to promoting responsible gaming and implementing safeguards to mitigate risks associated with gambling. The aim is to provide a controlled environment where players can enjoy gambling as a form of entertainment without adverse consequences.
Looking ahead, Colombia’s embrace of keno reflects a broader trend of legalizing additional forms of gambling to drive economic growth and public funding. As the country continues to refine its regulatory framework, it remains important for policymakers to balance economic objectives with social responsibility. The success of this initiative will depend on effective regulation and the ability to adapt to changing market conditions.
The keno rollout is poised to be a pivotal moment for Colombia’s gambling industry, offering both opportunities and challenges. As the nation navigates this new phase, it will need to ensure that the benefits of legal gambling are maximized while mitigating potential negative impacts. With careful management and robust regulation, Colombia could set a benchmark for other Latin American countries looking to develop their own gambling markets sustainably.
Sarah Thompson is a seasoned writer specializing in casino gaming and online gambling. With over a decade of experience in the industry, Sarah brings in-depth knowledge and a keen eye for detail to her work at CasinoNoDeposits.com. Her expertise lies in uncovering the latest no deposit bonuses and providing comprehensive reviews of online casinos. Passionate about helping players maximize their gaming experience, Sarah combines her analytical skills with a flair for engaging storytelling.
4/5
