24 April 2019
SoloAzar Exclusive

Betradar presented its sportsbook solutions in FADJA

(Bogota, SoloAzar Exclusive).- Mateo Lenoble, Betradar Sales Director for South America, talked to SoloAzar about the participation of the firm in FADJA ,where not only they showcased their sportsbook solutions but also sponsored the conferences.

We participated at FADJA for the fifth year in a row presenting our 360-degree sports betting portfolio. We focused on our trading and risk management solution, Managed Trading Services (MTS), which offers all our services under the one umbrella with a range of flexible trading options for operators of all sizes and stages,” said Mateo Lenoble.

“We also talked about our new marketing and sponsorship solution, ad:s, which has been very well-received by customers since its launch earlier in the year. ad:s is designed to help operators invest the right amount of money into the right areas in relation to marketing and sponsorship efforts,” he added.When evaluating the recent edition of FADJA, he affirmed: “We see this event grow year after year. It is a special edition this year due to the number of licensed operators with interest in Colombia. This year we noted much interest by markets outside Colombia like Peru, which is about to regulate, as well as Argentina and Brazil.”

Betradar is very well positioned in Colombia, where it works with 15 licensed operators already. “We have a very important role in this market. Those 15 operators are already using our data and our pre-match and live bets,” he commented.

The regulation in Colombia demands players to be registered. When consulted about the national market, he answered the following: “We see that the Colombian market had a strong growth and we believe it still has a lot to develop. New operators are arriving continuously. I think the idea is not to take a market segment to other operators, but to be able to develop the market and make it grow. Nowadays it has more than a million players registered and it is a challenge to make players register, but I think they are doing a good job.”

After that, he outlined Betradar’s goals for the present year: “We will be present at the Peru Gaming Show and Juegos Miami. We have a great interest in Latin America as an emerging market with plenty of opportunities. We will also assist in Brazil, which is one of the great places in the region, and we will continue to visit and provide our support in Argentina especially because the regulation in the Province of Buenos Aires has just been put into force. As is the case with every newly regulated market, it will be an ongoing process and a learning period to continue improving.”

 “Some countries have more of an established betting culture, while others do not. As such, it is our goal, together with the operators, to start educating the market. Operators can do this by seeking our expert support and services, but also attending industry events like FADJA, where we are always on hand to provide this support. With operators, we can help educate and explain the betting markets to their customers, the punters, with information such as the differences between local and visitor winners, handicaps, total goals etc. This is a task that must be done with customers directly. Advertising and being able to target these customers also helps to make the brand known and to familiarize players with betting, and again this is where our ad:s solution is useful in emerging markets,” he concluded.


The American Gaming Trade Show has become an effective marketing tool for manufacturers and casino operators from Colombia and the International market of the games of chance. The 21th edition will be held, once again, at Corferias exhibition center, in Bogota, and counts with 5,000 sqm for the booths’ exhibiting area.