What Paga Todo does

Paga Todo is a Colombian multi-channel retail network operated by Grupo Empresarial en Línea S.A. (GELSA) that commercializes games of chance, lottery products, sports betting recharges, financial services, and insurance to consumers in Bogotá and the department of Cundinamarca. Founded in 2002, the company operates under Contrato de Concesión No. 66 de 2021 granted by Lotería de Bogotá, which authorizes it to commercialize Chance games exclusively within its designated territory. The platform combines a physical network of over 2,500 points of sale with proprietary digital channels (the APP Paga Todo mobile app, the sucursal.pagatodo.com.co web transactional platform, the App Ventas sales application for entrepreneurs, and the Todo Pay digital wallet), plus interoperability with 25,000+ Powwi correspondent points nationwide.

The product portfolio spans more than 20 distinct gaming products, including Chance modalities (Paga Triple, Paga Encime, Maxi Chance, Super Chance, Pagatón, La Quinta), accumulating games (Paga Millonario with jackpots starting at $800 million COP and Chance Millonario starting at $1,000 million COP), Lotos products (Baloto with Revancha, MiLoto, ColorLOTO), instant win games (Raspa & Listo, KENO), traditional departmental lotteries, daily draws (Sorteos), and raffles (Rifas). Sports betting is enabled through a BetPlay recharge distribution partnership. Financial services include bill payment integration with 40+ providers (utilities, telecom, insurance, pensions, ecommerce PINs), domestic money transfers via Su Red across 2,500+ points, international remittances through Western Union and Acciones y Valores covering 200+ countries, mobile and digital PIN recharges, and SOAT mandatory vehicle insurance distributed in partnership with Seguros Mundial.

Paga Todo generates revenue primarily through transaction fees on wagers and service payments, plus affiliate commissions on insurance and digital product sales. The App Ventas program recruits an entrepreneur network that earns 1% to 15% commissions across product categories (15% on Chance, 10% on Rifas, 5% on Lotteries, 4.5% on Recharges, 2% on BetPlay recharges and most digital PINs, 1% on Spotify). Customer segments are horizontal: general Colombian adult consumers seeking gaming entertainment and convenient financial services, plus a long tail of micro-entrepreneurs selling Paga Todo products. Engagement is reinforced through the Amigos Paga Todo loyalty program, recurring promotional campaigns (e.g., vehicle giveaways, the 2026 "En La Juega" campaign worth $90 million COP), and a Defensor del Apostador customer service function. Revenue, funding rounds, and headcount trends are not publicly disclosed.

Name

Paga Todo

Legal name

Grupo Empresarial en Línea S.A.

Website

https://pagatodo.com.co

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Paga Todo is a Colombian multi-channel retail network (operated by GELSA) offering Chance games, lotteries, sports betting, bill payments, money transfers, and insurance through 2,500+ physical points and digital channels serving Bogotá and Cundinamarca consumers.

Ownership category

akta.pro rank

Product category

Lottery and Chance Betting Services

akta.pro primary industry

Sportsbook Platform & PAM Providers (B2B) (MPAEACAC)

akta.pro secondary industry

Billing, Subscription & Entitlement Management (IAP orchestration) (MPAFAJAC)

Keywords

• Lottery retail services
• Chance betting games
• Bill payment collection
• Money transfer services
• Mobile recharge services

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain, Others

Revenue model

1. Gaming Products (Chance, Lotteries, Baloto, Rifas): Revenue generated from player wagers on Chance games (including Paga Millonario, Chance Millonario, La Quinta, Pagatón, Super Chance, Maxi Chance, Paga Triple, Paga Encime), national lotteries, Baloto/MiLoto/ColorLOTO, sports betting (BetPlay), instant win games (Raspa&Listo), and raffles. Commission earned on each bet placed through physical and digital channels.
2. Financial Services (Bill Payments, Money Transfers, Recharges): Fees generated from bill payment and collection services (utilities, telecom, insurance), national and international money transfers through Su Red and Western Union partnerships, and mobile/airtime recharge transactions.
3. Insurance Intermediation (SOAT): Commission revenue from acting as intermediary for SOAT (mandatory vehicle insurance) sales backed by Seguros Mundial, as well as Accidental Death insurance policies sold alongside SOAT.
4. Entrepreneur App (App Ventas) Commissions: Network of entrepreneurs selling Paga Todo products through the App Ventas platform earn commissions (15% Chance, 2% BetPlay recharges, 5% Lotteries, 10% Rifas, 4.5% Recharges, 2% Digital Pins, 1% Spotify) with Paga Todo earning margin on product sales through this channel.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Paga Todo operates a multi-channel commercial network selling authorized Chance games, lotteries (Baloto, MiLoto, ColorLOTO, departmental), sports betting recharges (BetPlay), daily draws, raffles, and instant-win scratch games across 2,500+ physical points and digital APP/Web channels in Bogotá and Cundinamarca. The company also offers correspondent financial services including bill payments, national and international money transfers, mobile and digital PIN recharges, and SOAT insurance intermediation, supported by its Todo Pay digital wallet integrated with the Powwi correspondent network.

Product overview

Paga Todo is a Colombian lottery, betting, and financial services network operating primarily in Bogotá and Cundinamarca. The platform functions as a unified multi-channel network combining a comprehensive gaming portfolio with essential financial services. The core product is the digital wallet Todo Pay, which serves as the hub for collecting winnings, recharging balances, and transferring funds. The gaming division includes Chance games as the flagship product (authorized under Lotería de Bogotá Concession 66 of 2021), with multiple modalities such as Paga Triple, Paga Encime, Maxi Chance, Super Chance, and Pagatón offering different winning structures and bonus incentives. Accumulating Chance products include Paga Millonario and Chance Millonario with jackpots starting at $800 million to over $1,000 million. The Lotos division encompasses Baloto (with Revancha option), MiLoto, and ColorLOTO, while traditional offerings include Loterías (departmental lottery tickets), Sorteos (daily draws), Rifas (raffles), and instant games like Raspa & Listo and KENO. Sports betting is available through BetPlay. Financial services include Pagos y Recaudos (bill payments), Giros Nacionales e Internacionales (money transfers), Pines y Recargas (mobile and digital content), and SOAT insurance. The Amigos Paga Todo loyalty program drives customer engagement while the APP Ventas enables entrepreneur-based commission selling. The network operates through over 2,500 physical points plus digital APP and Web channels.

Differentiator

Problem solved

Functional benefit

Brands

• Todo Pay: Digital wallet service allowing users to collect lottery winnings, recharge and withdraw money at over 25,000 points nationwide, send money between Todo Pay wallets, and integrate with Bre-B for payments and transfers.

Products and services

• Todo Pay Digital wallet enabling users to collect lottery winnings under $500,000, recharge app balance, withdraw cash at over 25,000 Powwi correspondent points nationwide, send money between Todo Pay wallets, and integrate with Bre-B for transfers and payments.
• Chance Permanent betting game where players select up to 5 digits, choose a daily lottery or draw, and win prizes if their number matches official results. Minimum bet $500 COP, with prizes based on authorized prize plan.
• Paga Triple Chance modality where players select 3 two-digit numbers (patas) and assign each to a different lottery or draw, with potential to win up to 60,000 times the amount wagered. Available exclusively via APP or Web Paga Todo.
• Paga Encime Chance modality offering a 50% or 80% bonus (encime) on top of winnings for 3-digit direct bets, with a $3,000 minimum bet. The 80% encime level is available exclusively via APP Paga Todo.
• Maxi Chance Chance modality providing a 5% or 10% additional incentive (encime) on the wagered amount for 3-digit or 4-digit direct bets, respectively, increasing potential winnings.
• Super Chance Chance modality offering 10% extra encime for 4-digit direct bets and 25% extra encime for 3-digit direct bets. Available exclusively via APP or Web Paga Todo.
• Pagatón Exclusive Chance game where a single 4-digit bet of $2,000 provides 6 winning opportunities across all modalities (4 digits direct, 3 digits direct, pata, uña, combined 4 digits, combined 3 digits). Prize is the sum of all correct matches.
• Paga Millonario Accumulating Chance modality with daily draws. Players choose 5 different 3 or 4-digit numbers and select two lotteries or draws playing the same day. Accumulates start at $800 million for 4 digits and $20 million for 3 digits. Costs $4,000 per play.
• Chance Millonario National accumulating Chance modality where players choose 5 different 4-digit numbers and select two lotteries/draws playing the same day. Offers 35 opportunities to win, with accumulations starting at $1,000 million. Costs $6,000.
• La Quinta 5-digit lottery game where players can win up to $38,000 for every peso wagered. Players select a 5-digit number and choose a lottery or draw with Direct or Combined play modes. Minimum bet $500, with potential winnings exceeding $95 million from a $3,000 bet.
• Baloto Online lottery game where players choose 5 numbers from 1-43 and 1 Super Balota from 1-16. Draws occur Monday, Wednesday, and Saturday. Accumulates start at $4,300 million. Costs $6,000 per play. Offers 8 ways to win with paramutual prize distribution.
• Baloto Revancha Additional bet option using the same numbers played in Baloto. Costs $3,000 extra for an additional accumulation starting at $2,000 million. Must be played together with Baloto.
• MiLoto Additional Baloto mechanic where players select 5 numbers from 1-39 for a chance at $120 million accumulations. Draws occur Monday, Tuesday, Thursday, and Friday. Costs $4,000. Offers 4 ways to win.
• ColorLOTO Baloto mechanic combining colors and numbers where players select 6 colors and assign each a number from 1-7 without repeating combinations. Costs $5,000 with accumulations starting at $1,000 million.
• BetPlay Online sports betting platform offering over 300,000 events annually across sports and non-sports categories (Casino, Slots, Poker, Keno, Bingo). Available 24/7 with pre-match and live betting options. Funded via Paga Todo points or APP/Web.
• KENO Fast-paced lottery game where players choose 1-10 numbers from 1-80 without repetition. Draws occur every few minutes with 20 winning numbers per draw. Minimum bet $500 online, $1,000 at physical points.
• Loterías Traditional lottery products from Colombian departmental lotteries including Bogotá, Risaralda, Meta, Extra, Cruz Roja, Cundinamarca, Quindío, Medellín, Cauca, Boyacá, Manizales, Santander, Tolima, Valle, and Huila. Available in physical, online, and APP/Web modalities.
• Sorteos Daily draws offering cash prizes for matching winning numbers. Includes Dorado (Morning, Afternoon, Night), Paisita (Day, Night, 3), Chontico (Day, Night, Thursday), Cafeterito (Afternoon, Night), and Pijao de Oro. Players bet on 2, 3, 4, or 5 digits.
• Rifas

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration48 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and supporting.

• Acciones y Valores S.A.coreStrategic or Co-development PartnerPrimary ally for international money transfers, in partnership with Western Union, enabling Paga Todo customers to send and receive money to/from over 200 countries from points in Bogotá and Cundinamarca.
• Western UnioncoreTechnology or IntegrationGlobal money transfer service integrated with Acciones y Valores S.A. for international remittances through Paga Todo points, providing access to 200+ countries.
• Super GirossupportingChannel Partner/ Reseller/ DistributorPartner for international money transfer services, expanding coverage for remittance services at Paga Todo locations.
• Seguros Mundial (Compañía Mundial de Seguros S.A.)coreStrategic or Co-development PartnerInsurance provider for SOAT (mandatory vehicle insurance) and Accidental Death insurance sold at Paga Todo points. Handles policy issuance, claims, and customer service. Paga Todo acts as intermediary.
• PowwicoreChannel Partner/ Reseller/ DistributorCorrespondent network partner for Todo Pay digital wallet, providing over 25,000 nationwide points for cash deposits, withdrawals, and money transfers. Enables Paga Todo financial services beyond physical locations.
• Su RedcoreTechnology or IntegrationNational money transfer network enabling Paga Todo to offer domestic money transfers through its 2,500+ point-of-sale network across Bogotá and Cundinamarca.
• Lotería de BogotácoreStrategic or Co-development PartnerGovernment lottery authority that authorizes and regulates Chance games under Concesión 66 de 2021. Paga Todo operates as concessionaire for Chance and related games in Bogotá and Cundinamarca.
• BalotocoreStrategic or Co-development PartnerNational lottery operator whose products (Baloto, Baloto Revancha, MiLoto, ColorLOTO) are distributed through Paga Todo's physical and digital channels. Products offer jackpots starting at $4,300 million COP.
• BetPlaycoreChannel Partner/ Reseller/ DistributorOnline sports betting platform whose account recharges and services are sold at Paga Todo locations and through its digital channels. Offers 300,000+ annual sporting events including sports betting, casino, slots, poker, Keno, and Bingo.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BetPlay: Colombian online sports betting and casino platform. Paga Todo is a retail recharge and distribution agent for BetPlay accounts; both target the same Colombian gaming consumer with overlapping wagering products (sports betting, Keno, Bingo).
• Efecty: Largest Colombian correspondent banking and bill-payment network. Operates a similar multi-service retail point model (bill payments, recharges, money transfers, PINs) and is the most direct comparable in correspondent financial services.
• Super Giros: Colombian correspondent network offering bill payments, money transfers (domestic and international), and recharges. Paga Todo partners with Super Giros for international transfers; both compete for similar transaction-fee economics.
• Lotería de Medellín: Departmental government lottery authority in Colombia that grants Chance-style concessions similar to Lotería de Bogotá. Operates as both regulator and operator, mirroring the role of Lotería de Bogotá relative to Paga Todo.
• Acciones y Valores S.A. Colombian financial services firm enabling Paga Todo's international money-transfer offering. Operates adjacent correspondent-banking and remittance services in the same Colombian market.

Broad incumbents

• Codere: Spain-headquartered gaming and lottery operator with significant Latin American presence including Colombia. Operates broader gaming verticals (sports betting, casinos, lottery) at scale; Paga Todo is a much smaller, regionally focused lottery/Chance operator.

Emerging players

• Movii: Colombian digital wallet and payments app. Competes with Todo Pay for digital wallet adoption and adjacent bill-payment/PIN-purchase use cases among Colombian consumers.
• Nequi: Bancolombia-issued Colombian digital wallet with broad consumer adoption. Competes with Todo Pay for digital payments and could disintermediate Paga Todo's correspondent retail model over time.

Others

• Scientific Games: Global lottery systems, technology, and services provider. Adjacent infrastructure participant that supplies lottery operators worldwide, including those Paga Todo indirectly relies on for game design and instant-win scratch products.
• Western Union: Global money-transfer platform that Paga Todo integrates with (via Acciones y Valores) to enable international remittances. Strategic partner and infrastructure provider rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCMmzzueMtjqfcZi9iYtfprg
• Facebookfacebook.com/GrupoGelsa
• LinkedInco.linkedin.com/company/grupo-empresarial-en-linea-s.a.
• Instagraminstagram.com/grupogelsa
• Xx.com/Pagatodo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Paga Todo