Colombia’s Risaralda Lottery has launched a new outreach initiative aimed at expanding lottery sales while supporting local entrepreneurship, starting with a pilot event in the municipality of Marsella.
Branded “Emprendetón - Luck comes to your town”, the program is designed to decentralize lottery operations and position ticket sales as a source of income for local communities.
The initiative brought together commercial activity, training sessions and local branding efforts, including the promotion of the “Made in Marsella” label.
According to local authorities, the strategy is intended to create new income streams at the household level while integrating smaller municipalities into broader economic networks.
The event also served as a platform to connect local producers with regional initiatives, aiming to improve competitiveness and visibility.
Beyond its commercial aspect, the program includes a regulatory component focused on discouraging illegal gambling and unauthorized raffles.
Organizers highlighted that part of the initiative involves educating participants on compliance and formalization, reinforcing the role of licensed lottery activity in supporting public funding channels.
This comes as Colombia continues to refine its regulatory environment.
The Government recently introduced a 16% consumption tax on online gambling, marking another step in formalizing and monetizing the digital betting sector.
Separately, licensed operators contributed more than $100m to Colombia’s health sector in 2025, underlining the role of regulated gambling in supporting public services and social programs.
The Emprendetón initiative is expected to expand to other municipalities across the Risaralda department, with a focus on training, compliance and local economic participation.
Colombia’s land-based gaming sector transferred $313.6m to the subsidised health system between January and October 2025, accounting for 39% of national gaming revenue
