In August 2021 the
Government of the Province of Buenos Aires signed four of the seven licenses it granted for online gaming in its
territory. BetWarrior (made up of local bingo operator
Binbaires and Intralot) Bplay,
(local gaming company Boldt Group and 888) William Hill (local bingo operator Bingo
Moreno and William Hill) and Bet365 (Bet365 and local bingo operator Bingo
Berazategui) were given permission to operate in the province. Argentina
Te liberalisation of sports betting in Latin America is further evidence that Colombia’s successful roll of the industry has had a hugely positive impact on the region. Governments are finally (albeit reluctantly) letting go of sports betting monopolies while an ever growing number of sponsorship deals with top football clubs and leagues means that sports betting’s visibility in the mainstream media is growing at a fast pace. So what have been the major changes over the last year and what can we expect to see in the ever evolving Latin American sports market in the coming months?
ARGENTINA
Buenos Aires Province and the Autonomous City of Buenos Aires are the two most populous areas of Argentina. Gambling is regulated by each jurisdiction separately. A total of 14 companies were scheduled to contend for the seven online gambling licences for the province of Buenos Aires. International interest was high with a number of well known online operators teamed up with local companies in order to make a bid. Governor Axel Kicillof ultimately granted licences to seven companies to operate online gambling with the news published in the Provincial Official Gazette on the last day of 2020. Companies had to present themselves in groups, one international together with one local company.
In August 202,1 the Government of the Province of Buenos Aires signed four of the seven
licences it granted for online gaming in its territory. BetWarrior (made up of local bingo operator Binbaires and Intralot), Bplay (local gaming company Boldt Group and 888), William Hill (local bingo operator Bingo Moreno and William Hill), and Bet365 (Bet365 and local bingo operator Bingo Berazategui) were given permission to operate in the province. Tere are three more companies authorised to operate in the Province of Buenos Aires, which have still yet to sign their licences: Playtech, PokerStars and Betsson. All three have also formed partnerships with local land based operators.
Other companies are beginning to take their first steps in the capital. Jugadón (GrupoSlotsS.A and Gaming Innovation Group GiG); Bplay, Super7 (Grupo Ivisa de Argentina), BetWarrior and Codere.
Codere has long been a market leader in Argentina and has weathered out some of Argentina’s most turbulent economic times. It is already making its presence felt via football. Ahead of its online launch in Buenos Aires, Codere reached a jersey sponsorship agreement with one of Argentina’s most popular football clubs: River Plate. Te deal comes into effect in August and will run until the 2024/25 season. Codere has been present in Argentina since 1992, currently operating thirteen bingo halls and slot machines located in important districts of Greater Buenos Aires and in the city of Mar del Plata.
Sports betting companies are making their presence felt in other clubs too. Bplay now sponsors top football clubs: Estudiantes de la Plata in the capital of Buenos Aires and Club Atlético Vélez based in Liniers, Buenos Aires.
Meanwhile online gambling in Argentina is regulated on a province by province basis. Overall, there is a shift towards online regulation. In January, the Argentine province of Córdoba approved an online gambling bill. Te next step will be the regulation of the proposal by the Executive Power, although the ruling party is already believed to be in favour of the new measure. If approved the bill will allow for online lotteries, casinos and sports betting by as many as ten operators who will vie for a licence via a tender. Licences will be valid for 15 years and the Córdoba Lottery may expand the number of operators if the market grows.
In October 2020, the government of Mendoza approved online gambling bill. Seven licences will be allowed. Te bidders must be located in the province and unlicensed operators will be blocked through requests to the National Communications Agency (Ena. com). Online gambling is already also permitted in the provinces of Santa Fe, Corrientes, Chaco, Misiones, San Luis, Tucumán, Entre Ríos, La Pampa, Neuquén, Río Negro and Santa Cruz. However, most offer only a limited offer of online casino games and sportsbetting is often excluded from regulations. Indeed, land-based sports betting shops are still not permitted by the vast majority of provinces with only a limited offer of off track horse race betting. Unfortunately for now it looks like Argentina is closed to any kind of land based sports betting expansion in the short term.
WIRE / PULSE / INSIGHT / REPORTS P79
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