Susuerte
Susuerte S.A. is a Colombian gaming and financial services operator based in Manizales, Caldas. It runs a Coljuegos-licensed lottery and betting portfolio, Western Union remittances, banking correspondent services, and digital payments across 27 municipalities, serving general consumers and independent commercial distributors in the Caldas department.
- Company typePrivate
- Founded1994
- HeadquartersManizales, Colombia
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Susuerte does
Susuerte S.A. is a Colombian gaming and financial services company headquartered in Manizales, Caldas, founded in 1994. It operates a Coljuegos-licensed lottery and chance betting portfolio including Chance, Chance Millonario, SúperAstro, Baloto, Miloto, ColorLoto, Doble Play, Tómbola, Keno, La Quinta, Gordo Millonario, Raspa y Listo scratch cards, and BetPlay online sports betting. The company also runs Casinos Olympia at four locations in the Caldas area.
Its underlying platform combines an authorized physical retail network spanning all 27 municipalities of the Caldas department with an online channel (servicios.susuerte.com) and the SuMovil/SuperGiros mobile apps. The same point of sale processes banking correspondent transactions for partner banks (BBVA, Banco de Occidente, Bancoomeva, Bancamía, Banco Agrario, SuCrédito, Mi Banco, Mundo Mujer, Fundación de la Mujer), international money transfers via Western Union (400+ authorized points), mobile airtime and data top-ups (Tigo, Claro, Movistar, Virgin, TigoUne), bill payments, SOAT vehicle insurance, and prepaid digital pins for streaming and gaming services. The Cliente Estrella program provides points-based loyalty across all transaction types.
Revenue is generated primarily through transaction fees and take rates on each product line, plus marketplace commissions on prepaid pin sales. The company employs over 1,000 people directly and supports more than 600 indirect jobs through independent commercializers. It holds ISO 9001 and ISO 27001 certifications and operates the Fundación Susuerte and CEAR education alliance as social responsibility vehicles. Susuerte is privately held, with no institutional investment or public listing identified in available sources.
Susuerte firmographics
Firmographics- Name
- Susuerte
- Legal name
- Susuerte S.A.
- Website
- https://susuerte.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Susuerte S.A. is a Colombian gaming and financial services operator based in Manizales, Caldas. It runs a Coljuegos-licensed lottery and betting portfolio, Western Union remittances, banking correspondent services, and digital payments across 27 municipalities, serving general consumers and independent commercial distributors in the Caldas department.
- Ownership category
- akta.pro rank
Susuerte industry classification
Industry- Product category
- Lottery and Gaming Services
- NAICS
- Gambling Industries (7132), Other Gambling Industries (713290), Casinos (except Casino Hotels) (713210)
- akta.pro primary industry
- Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD)
- akta.pro secondary industries
- Lottery Payments, Wallets & Cashing Solutions (MPAEAFAH), Payments, Wallets & Cashiering for Sports Betting (MPAEACAG)
Keywords
Where Susuerte is headquartered
LocationHeadquarters
- HQ city
- Manizales
- HQ country
- Colombia
- HQ region
- Latin America
Offices11 records
Markets served
Susuerte business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Betting and Lottery: Revenue from lottery sales (loterías), chance betting, chance millonario, Baloto, SuperAstro, Keno, and other authorized betting games. Operators earn commissions on sales and players pay for betting slips.
- Scratch-off Tickets (Raspa y Listo): Sale of instant scratch-off lottery tickets with various prize tiers and promotional campaigns.
- International Money Transfers: International wire transfer services through Western Union partnership. Revenue generated from transfer fees and commissions.
- Correspondent Banking Services: Bill payment processing, mobile top-ups, SOAT insurance sales, and banking correspondent services for partner financial institutions.
- Digital Pins and Subscriptions: Sale of digital pins for Netflix, Spotify, Microsoft 365, Xbox, PlayStation, and other streaming/gaming services. Revenue from commission on each sale.
- Promotional Campaigns: Promotional campaigns with prizes including cash, travel packages, and consumer goods funded by sponsors and promotional partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Chance betting starts at $500 COP per play |
| Transaction based/ take rate | Pay-as-you-go | La Quinta 5-digit betting game |
| Transaction based/ take rate | Pay-as-you-go | Keno game with variable odds based on number of picks and matches |
| Unit Pricing | Pay-as-you-go | Scratch-off tickets (Raspa y Listo) |
| Transaction based/ take rate | Pay-as-you-go | El Gordo Millonario special promotion |
| Transaction based/ take rate | Pay-as-you-go | PagaYa mobile payment transaction |
| Transaction based/ take rate | Pay-as-you-go | Mobile airtime and data top-ups |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Susuerte product offering
Product offeringCore offering
Susuerte S.A. sells licensed lottery and chance-based betting games (Chance, Chance Millonario, SúperAstro, Baloto, Miloto, ColorLoto, Doble Play, Tómbola, Keno, La Quinta, Gordo Millonario, Raspa y Listo scratch cards, BetPlay sports betting, Polla Futbolera, La Jugada de Tu Vida) and operates a financial services hub including Western Union international money transfers, correspondent banking (BBVA, Banco de Occidente, Bancoomeva, Bancamía, Banco Agrario), mobile recharges, bill payments, SOAT vehicle insurance, prepaid digital pins, PagaYa mobile payments, SacaYa cash withdrawals, and Casinos Olympia gaming venues. All products are delivered through 600+ authorized retail points across 27 municipalities in Caldas, Colombia, plus digital channels and the SuperGiros/SuMovil mobile apps.
Product overview
Susuerte S.A. is a Colombian gaming and financial services company operating primarily in the department of Caldas. The company offers a multi-product portfolio centered on lottery and betting games (Chance, SúperAstro, Baloto, Doble Play, Tómbola, Keno, La Quinta, Gordo Millonario, Raspa y Listo) complemented by financial services (Corresponsal Bancario, Giros Internacionales via Western Union, PagaYa, SacaYa), bill payment and recharge services, and prepaid digital products (pins for streaming, gaming, and software). The portfolio is distributed through a network of over 600 physical points of sale across 27 municipalities, supplemented by online channels including the servicios.susuerte.com platform. The company also operates casino venues under the Olympia brand and runs educational initiatives through CEAR.
Differentiator
Problem solved
Functional benefit
Brands
- Cliente Estrella: Loyalty and benefits program for registered customers offering promotions and rewards
- SuMovil
- PagaYa
- SacaYa
- BetPlay
- Casinos Olympia
Products and services
- Chance Lottery-style betting game where players select 1 to 4 digits and win prizes based on matching authorized lottery results in strict or any order, with bets from $500 to $3,000 COP.
- Chance Millonario Premium chance betting product offering higher prize potential by playing against the major prize of authorized lotteries.
- SúperAstro Astro-themed lottery betting game where players select numbers to match authorized lottery results.
- Baloto National Baloto lottery product available for purchase and betting at Susuerte retail points.
- Miloto National Miloto lottery product available for play at Susuerte retail points.
- ColorLoto Color-themed lottery product offering accumulated prizes at Susuerte retail points.
- Doble Play Double-play lottery betting product with regional variants (4 cifras and 3 cifras) offering accumulated prizes.
- Tómbola Lottery-based betting product available for play at authorized Susuerte points.
- Loterías en Línea Online lottery purchasing service allowing players to buy authorized lottery tickets digitally through the Susuerte platform.
- BetPlay Sports betting platform for placing wagers and recharges on sports events, available at Susuerte points and online.
- Keno Fast-paced authorized luck game where players pick 1-10 numbers from 1-80 against 20 drawn numbers, with draws every 4 minutes and multiplier payouts up to 35,700x.
- La Quinta 5-digit betting product with two modalities — strict order matching (pays $38,000 per $1 bet) and any order matching (pays $100 per $1 bet).
- Gordo Millonario Special promotional betting product with a $500,000 COP participation fee and a $380 million COP major prize, playing against Boyacá lottery results with 4 digits plus series number matching.
- Raspa y Listo Scratch card instant-win lottery products with matching symbols, dice, card, and themed designs, prizes up to $150 million, and ticket prices from $2,000 to $10,000 COP.
- La Jugada de Tu Vida Special incentive product priced at $6,000 COP combining a chance bet with an accumulated prize fund tied to the Boyacá lottery.
- Polla Futbolera Football/soccer betting pool promotion where participants predict match outcomes for prizes.
- Giros Internacionales International money transfer service powered by Western Union, allowing send and receive of international remittances at 400+ authorized Susuerte points in Caldas covering 30+ countries.
- Corresponsal Bancario Banking correspondent service enabling cash deposits, withdrawals, and transactions for partner banks including BBVA, Banco de Occidente, Bancoomeva, Bancamía, Banco Agrario, and others.
- PagaYa Mobile payment service allowing users to pay for products and services at authorized Susuerte points using cell phone, bank app, or digital wallet with instant authorization, in transactions from $700 to $2,000,000 COP.
- SacaYa Cash withdrawal service allowing users to receive cash at authorized Susuerte points by authorizing transactions through their bank app or digital wallet via phone number authentication.
- Recargas de Tiempo Aire y Datos Mobile phone airtime and data top-up service for carriers including Tigo, Claro, Movistar, TigoUne, and Virgin, available at Susuerte retail points.
- Pagos de Servicios y Recaudos Bill payment and collection service for utilities, insurance, and various service providers.
- SOAT Mandatory Colombian vehicle accident insurance (Seguro Obligatorio de Accidentes de Tránsito) available for purchase at Susuerte retail points.
- Pines y Tarjetas Prepago Digital prepaid cards and pins for streaming (Netflix, Prime Video, Paramount+, Spotify), gaming (Xbox, PlayStation, League of Legends, Razer Gold), software (Microsoft 365, Kaspersky), and entertainment (Noggin, IMVU) sold on commission.
- Casinos Olympia Physical casino operations at four locations — Olympia Parque Caldas, Olympia Centro, Olympia Cable, and Olympia Villamaría — under the wholly owned Casinos Olympia subsidiary brand.
- Cliente Estrella Customer loyalty and rewards program offering points accumulation, promotions, discounts, and exclusive benefits to registered members across betting, money transfer, and bill payment transactions.
Quantifiable outcome
- Cash prizes up to $2,000,000,000 COP available through promotional games
- +2 more outcomes
Companies that use Susuerte
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Susuerte technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Susuerte partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- Western UnioncoreInternational money transfer partnership allowing Susuerte customers to send and receive international remittances through Western Union's global network covering over 30 countries including USA, Spain, Venezuela, Peru, Ecuador, and others. Susuerte operates 400+ authorized points for Western Union services in Caldas department.
- OpenpaycorePayment gateway provider for online transactions on Susuerte website. Handles debit cards, PSE payments, and cash payments at partner stores. PCI Level 1 certified for secure transaction processing.
- BBVA ColombiaminorCorrespondent banking partnership allowing BBVA customers to access banking services at Susuerte points of sale.
- Banco de OccidenteminorCorrespondent banking partnership for expanded financial service access.
- BancoomevaminorCorrespondent banking services partnership.
- Fundación de la MujerminorCorrespondent banking services for women's financial inclusion.
- BancamíaminorCorrespondent banking services for microfinance and underserved populations.
- Banco AgrariominorCorrespondent banking partnership for rural and agricultural communities.
- SuCréditominorCredit services and loan payment collection at Susuerte points.
- Mundo MujerminorFinancial services for women's economic empowerment through correspondent banking.
- Mi BancominorCorrespondent banking services for digital bank customers.
- BalotocoreNational lottery game partnership for selling Baloto lottery tickets at Susuerte points.
- MilotocoreNational lottery partnership for Miloto ticket sales.
- CEAR (Educación para la Competitividad)minorPublic-private alliance for rural education in Caldas. Susuerte has been ally since 2018. Initiative includes Universidad en el Campo program benefiting rural students across 27 municipalities.
- SuperGiroscoreParent/affiliated company providing money transfer and financial services infrastructure. Susuerte operates within the SuperGiros network.
- ColjuegoscoreColombian gaming regulatory authority that authorizes and supervises lottery and betting operations. Susuerte operates under Coljuegos regulatory oversight.
- VirginminorMobile service provider partnership for airtime sales.
- TigoUneminorTelecommunications provider for mobile and internet service payments and top-ups.
- ClarominorMobile carrier partnership for airtime and data top-up services.
- MovistarminorMobile service provider partnership for airtime sales and bill payments.
Scale indicators8 records
Recent moves6 records
Expansion highlights7 records
Susuerte competitors and assessment
Company assessmentDirect peers
- BetPlay: Major Colombian online sportsbook operated by Corredor Empresarial. Susuerte is also a retail distributor of BetPlay, so the relationship is both partnership and indirect competition in the broader betting market.
- Efecty: Colombia's largest correspondent banking and bill payment network with similar physical retail footprint. Competes head-to-head with Susuerte on money transfers, bill payments, and cash-in/cash-out services, though with a narrower lottery/betting offering.
- SuperGiros: Parent/affiliated network of which Susuerte is a member. Operates the same model of lottery, chance betting, money transfers, and correspondent banking across other Colombian departments; essentially the same business replicated in adjacent geographies and therefore the closest functional peer.
- Baloto: National lottery operator whose products Susuerte distributes at retail. Operates a complementary lottery product set and competing distribution; both share the Colombian authorized lottery ecosystem under Coljuegos.
- RedServi: Colombian correspondent banking and lottery services network with overlapping physical retail and digital offerings. Directly comparable multi-product financial services hub model serving consumers and partner financial institutions.
- Grupo Gana: Colombian gaming and lottery operator running chance games, sports betting, and instant-win products with their own nationwide retail network. Highly comparable in product mix and distribution approach.
- Wplay.co: One of the leading online sports betting operators in Colombia. Competes with Susuerte's BetPlay offering and represents the digital-native threat to Susuerte's retail-led betting model.
Emerging players
- Movii (MoviiRed): Colombian digital wallet and correspondent banking platform. Overlaps with Susuerte's PagaYa/SacaYa wallet and bill payment services and represents the fintech-native competitor for the same underserved consumer segment.
Broad incumbents
- Daviplata: Davivienda's mobile wallet offering correspondent banking, payments, and cash-in/cash-out across Colombia. A larger bank-affiliated incumbent that competes with Susuerte's correspondent banking and mobile payment services at scale.
Regional players
- Juegos del Valle (Juegavalle): Colombian regional lottery operator based in Cali with comparable product set (chance, lotteries, scratch cards). Competes for the same regulatory franchise model in a different Colombian department.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Susuerte social profiles
Digital presenceSusuerte financial estimates
Financial estimateRevenue estimate
Valuation estimate
Susuerte leadership team
Management profileNumber of profiles
Susuerte subsidiaries and ownership
Company hierarchySubsidiaries4 records
Susuerte funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Susuerte M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Susuerte
What does Susuerte do?
Susuerte S.A. sells licensed lottery and chance-based betting games (Chance, Chance Millonario, SúperAstro, Baloto, Miloto, ColorLoto, Doble Play, Tómbola, Keno, La Quinta, Gordo Millonario, Raspa y Listo scratch cards, BetPlay sports betting, Polla Futbolera, La Jugada de Tu Vida) and operates a financial services hub including Western Union international money transfers, correspondent banking (BBVA, Banco de Occidente, Bancoomeva, Bancamía, Banco Agrario), mobile recharges, bill payments, SOAT vehicle insurance, prepaid digital pins, PagaYa mobile payments, SacaYa cash withdrawals, and Casinos Olympia gaming venues. All products are delivered through 600+ authorized retail points across 27 municipalities in Caldas, Colombia, plus digital channels and the SuperGiros/SuMovil mobile apps.
Is Susuerte a public or private company?
Susuerte is a private company. It is classified as unknown and is currently operating.
When was Susuerte founded?
Susuerte was founded in 1994. It employs 251 to 500 people.
Where is Susuerte based?
Susuerte is headquartered in Manizales, Colombia, in the Latin America region.
How does Susuerte make money?
Six revenue lines are on record. Betting and Lottery is the primary driver. The others are scratch-off Tickets (Raspa y Listo), international Money Transfers, correspondent Banking Services, digital Pins and Subscriptions and promotional Campaigns.
Who are Susuerte's main competitors?
Direct peers on record are BetPlay, Efecty, SuperGiros, Baloto, RedServi, Grupo Gana and Wplay.co. Movii (MoviiRed) is listed as an emerging player. Daviplata is listed as a broad incumbent. Juegos del Valle (Juegavalle) is listed as a regional player.
Does Susuerte have an API?
No public API is recorded for Susuerte.
What industry is Susuerte in?
Susuerte's product category is Lottery and Gaming Services. Its primary akta.pro industry code is MPAEAFAD, Digital Lottery & iLottery Platforms (Web/App), with a secondary code of MPAEAFAH, Lottery Payments, Wallets & Cashing Solutions. Its NAICS code is 7132.