Colombian Gaming Industry . Recently, Colombia had a momentous evolution in the regulation, interpretation and market dynamics of this modality of games of chance, which allows to increase sales, visibility and fidelity in products and services of different companies. Promotional Games are those that "allow advertising or promotion of goods or services, establishments, companies or entities, in which a prize is offered to the public, without having to pay the game directly" (Article 31, Law 643 of 2001).
The National Development Plan 2014 -2018 in Article 94, increases the scale and scope of the Promotional Games, as "... raffles, bingos, sports betting, instant lottery and lotto pre-printed may be used as promotional games".
This means that any establishment, company or entity that sells products and services to the general public, may have its own version of lottery, scratch and win, "Baloto", etc., with the aim of increasing its sales, visibility and Fidelity to their brands. For the consumer, it is equivalent to free bets to win prizes: you do not have to think twice to participate.
In order to strengthen the mandate, the Ministry of Finance and Public Credit introduced specific reforms with the issuance of Decree 1068 of May 26, 2015, which establishes clear procedures and times for requesting approval by the competent authorities, (At the national level) or the Departmental Public Capital Societies (at the local or departmental level).
A business opportunity that has been taken advantage of by companies that provide the opportunity for any gambling entrepreneur to increase their customer base by allowing them to "bet for free" on different game mechanics: a very convenient way to engage and attract.
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