In the World Cup year, sports betting is being regulated in some countries in the South American region and is becoming a business alternative for gambling companies, so people who enjoy the sport can live it. with more intensity. The worldwide phenomenon of sports betting is coupled with many factors ranging from people’s passion for football, basketball or tennis, to gamblers’ desire for competition, as well as the good outreach that companies are constantly doing. The promotions and offers that bookmakers launch on the market every week attract the most experienced players and add new enthusiasts. It is, finally, a business that promises high investments in the countries where it is regulated. For example Canada where websites at got many players.

In Colombia, just a year after the legalization of Internet gambling in all its categories, there are already seven companies offering this type of bet and Colombian businessmen in the sector are working to offer it in their salons. This is an event that is not only coupled with the sum of offers and thereby increasing tickets, but is also a way for young people to get closer to the game halls, where in general the audience belongs to a larger age group. .

All components related to sports betting are positive for the business sectors and, therefore, for the state coffers. In Spain, perhaps the most paradigmatic since 2012, the year in which online gambling was regulated, sports betting grew from 1 billion euros during the first year to 5.4 billion in 2017. Spanish sports betting companies They found in advertising a way to have ubiquity that, coupled with the enthusiasm of the football-loving public, creates a perfect setting for their growth thanks to the European leagues, with Premier League being the main one.

Potential Latin American businesses, where football is revered, are being viewed by international companies as a vast space where everything is yet to be done. The regulations that are already underway and those that are being drafted allow us to glimpse a huge trade full of opportunities. In Brazil, where the release of the game is around the page, the most conservative estimates calculate a sports betting market that comes close to 3 billion reais. Although there is no regulation, there are already a considerable amount of Portuguese web pages and tutorials designed to teach the benefits of betting to the Brazilian public, motivating them to play. Business aims to exploit a market that has not yet shown its true power.

When regulated, with a marketing apparatus in place and investments that could multiply, according to the most enthusiastic analysts, would come the generation of jobs and new business paradigms. In this way, the new rules of the game should not only set out questions on how tax collections will be distributed, how operators can act, and how to grant licenses, but also how to care for users to protection of minors, fraud prevention and respect for the principles of responsible gambling.