What was once a niche for expert bettors has now become one of the largest transformations in the entertainment ecosystem: sports betting is now a cornerstone for casinos, tech platforms, and even media companies. This shift is no accident. Major gaming operators in the United States, such as MGM and Caesars, have recognized that the modern player isn't limited to slot machines. They want real-time excitement, data analysis, and on-demand sports narratives. Integrating sports betting is their way of retaining the digital audience, rejuvenating their customer base, and competing with the second-screen experiences offered by apps like ESPN or DAZN.
But it’s not just casinos entering the game. Netflix and Disney, in their fight to monetize beyond subscriptions, are exploring integrations with live sports betting. Formula 1 is advancing agreements with betting houses to increase interaction during races, and even FIFA has opened discussions about sponsorships linked to betting.
On the flip side, traditional gaming tech manufacturers—such as IGT, Novomatic, Mundo Video, and Light & Wonder—have realized that if they don't integrate sports betting solutions into their platforms, they'll lose ground to more agile operators. The market isn’t waiting. Today, sports betting modules are present in physical terminals, online platforms, and even integrated into quick lottery games. Some are even evolving into ecosystems with multiple configurable titles, creating an immersive and profitable user experience for operators.
The phenomenon also makes fiscal sense. Countries worldwide are finding in sports betting an alternative source of revenue, especially after the pandemic. The UK raises over £3 billion annually in gaming taxes, while the United States exceeded $10 billion in sports betting gross revenues in 2023. Even reluctant markets like Brazil have yielded to the evidence: sports move money, and taxing it has become inevitable.
However, Colombia had lagged behind. While it led the region in iGaming regulation, it had not included VAT on sports betting, creating an asymmetry compared to other forms like slot machines. The recent decision to apply this tax is not just a fiscal matter—it's a sign of regulatory maturity. The country acknowledges that this segment is no longer an experiment, but a structural component of legal gaming.
And in this race, those who don’t innovate are left behind. Behind the development are those who understand that a safe investment starts with connecting sports with emotion, and emotion with technology. The future lies in flexible, profitable, unbeatable platforms with proven backing.
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