Rush Street Interactive Enters Colombian Market Through Partnership with Local Operator Wplay

Rush Street Interactive (RSI) announced Wednesday it has signed a multi-year partnership with Colombian operator Wplay, granting the US-based gaming company access to one of Latin America's longest-running regulated online gambling markets. Under the terms of the agreement, RSI will supply proprietary casino content and its RSI Gaming Platform technology stack to Wplay, while receiving a revenue share and co-branded presence on select vertical launches. Financial terms were not disclosed, though sources close to the negotiation indicated the deal spans an initial five-year term with renewal options.

Colombia became the first Latin American country to fully regulate online gambling in 2016 through its Coljuegos framework, and the market has grown steadily to an estimated $850 million in annual gross gaming revenue. Wplay, operated by Aquila Global Group, holds roughly 38% market share and has dominated the local scene since launch, though competition has intensified with the arrival of European operators over the past three years. RSI CEO Richard Schwartz described the partnership as "a capital-efficient path into a proven regulated environment," citing Wplay's established brand equity and payment infrastructure as key advantages over a standalone market entry.

The partnership is expected to go live in the fourth quarter of 2026, initially focusing on live dealer content and RSI's proprietary slot titles developed at its in-house studios. Wplay will retain full control of player-facing operations, customer support, and marketing, while RSI provides technical integration and content curation. Industry analysts view the deal as a template for asset-light expansion at a time when direct licensing costs and marketing spend in Latin America have escalated sharply, particularly with Brazil's newly regulated market absorbing operator attention and budgets.

The move also signals RSI's broader Latin American ambitions following the relative success of its Mexican operation launched in 2021. Company executives hinted during a follow-up analyst call that similar partnership structures are being evaluated for Peru and potentially Chile, both of which are advancing regulatory frameworks. For Wplay, the deal brings access to premium North American-developed content and technology that could help defend its market position against Betsson, Codere, and other international entrants aggressively pursuing Colombian players.