Rush Street Interactive Enters Colombian Market Through Coljuegos Licensing Agreement

Rush Street Interactive (RSI) announced today that it has gone live in Colombia under the BetRivers brand, following final technical certification from gambling regulator Coljuegos. The Chicago-headquartered operator will offer a combined sportsbook and online casino product, with localised content including Spanish-language live dealer tables and region-specific payment rails such as PSE and Nequi. RSI confirmed that its Bogotá-based commercial team has grown to 40 staff ahead of the launch, with further hires planned through Q1 2027.

Colombia remains one of Latin America's most mature regulated iGaming markets, having licensed online gambling since 2016. However, recent data from Coljuegos shows gross gaming revenue reached COP 1.8 trillion in the first nine months of 2026, up 22% year-on-year, driven largely by mobile casino uptake. RSI CEO Richard Schwartz described the market as 'strategically essential' and said the company intends to leverage learnings from its Mexican operations, which launched in 2023, to accelerate scale.

The operator faces stiff competition from entrenched players including Codere, Rushbet, Wplay and Betplay, the latter of which continues to dominate domestic market share. Analysts at Regulus Partners suggested RSI's differentiated loyalty mechanics and proprietary iLottery-adjacent casino content could carve out a meaningful niche, though customer acquisition costs in Colombia have risen sharply in the past 18 months as new entrants intensify marketing spend.

RSI also indicated that the Colombian platform will serve as a technical blueprint for additional Latin American launches planned for 2027, with Peru and Chile both under active evaluation pending regulatory clarity. The company reiterated its full-year revenue guidance of between $1.05 billion and $1.12 billion, noting that initial Colombian contributions are not expected to materially impact 2026 results.