Ladbrokes JV plots Colombia launch
Sportium product to be rolled out in Cirsa land-based casino before an online launch by the end of the year
Ladbrokes’ Spanish-language sportsbook joint venture Sportium has announced plans to launch in Colombia by the end of the year.
The sportsbook, joint-owned by Ladbrokes and Spanish casino operator Cirsa, will initially offer its services in Cirsa’s land-based casinos, before launching online at sportium.com.co.
A Ladbrokes spokesperson told EGR the online platform would a “hybrid” between Sportium’s existing platform and technology from a local supplier.
Alberto Eljarrat, CEO of Sportium said Colombia was an attractive choice for the firm’s international expansion plans given the country’s passion for sport.
“We will bring to Colombia a wide range of sports, multi-channel access, experience and innovation,” Eljarrat said.
The Sportium joint venture was established back in 2007 to target Spanish speaking markets around the word. The firm last year opened a Panama office to support its Latin America expansion, and also powers the Mexican site casinolife.mx.
The newly-regulated Colombian market has so far been slow to get off the ground, issuing only one licence to sportsbook WPlay.co, and receiving criticism from international operators for its restrictive technical requirements.