Juegos y Apuestas La Perla

What Juegos y Apuestas La Perla does

Juegos y Apuestas La Perla (operating commercially as Perlatodo) is a Colombian multi-service retail network company headquartered in Bucaramanga, Santander. Founded approximately three decades ago, it is the only company authorized by Coljuegos, the Colombian gambling regulator, to commercialize legal Chance (lottery) betting across the entire Santander department. The company operates a physical points-of-sale network spanning every municipality in Santander and provides complementary financial services including money transfers (via the SuRed network with 20,000+ agent points nationwide), bill payment collection for utilities (ESSA, Aguas de Bucaramanga, Metrogas), mobile recharges, SOAT vehicle insurance, and online sports betting (via BetPlay). Its primary customer segment is the general population of Santander seeking convenient, regulated access to betting and essential financial services.

The underlying technology consists of a multi-service transactional network platform that integrates betting, money transfers, bill payments, mobile recharges, and insurance services. The mobile application infrastructure for SuRed is provided by technology partner Matrixtech (suredapp.matrixtech.com.co). La Perla reports 122 employees and does not publicly disclose product pricing for most services; Chance Millonario is priced at $5,000 COP per play. The company is privately held with no disclosed parent company, investors, or external funding. Its revenue model is primarily transaction-fee based across all six service lines, with distribution occurring through authorized physical retail points, the SuRed agent network, and the BetPlay online platform.

Name

Juegos y Apuestas La Perla

Legal name

Juegos y Apuestas La Perla

Website

https://apuestaslaperla.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Juegos y Apuestas La Perla (Perlatodo) is a Colombian multi-service retail network headquartered in Bucaramanga, Santander, uniquely authorized by Coljuegos to operate Chance lottery betting across all Santander municipalities, while also offering money transfers, bill payments, mobile recharges, SOAT insurance, and online sports betting to Santander residents.

Ownership category

akta.pro rank

Product category

Lottery and Betting Services

NAICS

Gambling Industries (7132)

akta.pro primary industry

Draw-Based Lottery Management (Number Games, Keno as Lottery) (MPAEAFAE)

akta.pro secondary industry

Payments, Wallets & Cashiering for Sports Betting (MPAEACAG)

Keywords

• Lottery betting services
• Money transfer services
• Bill payment services
• Mobile recharge services
• Sports betting platform

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Chance/Betting Operations: Authorized lottery and betting operations for Chance in Santander department, including Chance Millonario. Generates revenue through wagering transactions.
2. SuRed Money Transfers: Money transfer services (send and receive) through SuRed network across Colombia. Revenue generated through transaction fees on money transfers.
3. Bill Payment Services: Payment collection services for public utilities and other bills (ESSA, Aguas, Metrogas). Revenue from transaction fees on bill payments.
4. Mobile Recharges: Airtime and data package recharge services for major mobile operators. Revenue from transaction fees on recharges.
5. Online Betting - BetPlay: Online sports betting platform through BetPlay partnership. Revenue from betting stakes and commissions.
6. SOAT Insurance: Sales of mandatory vehicle insurance (SOAT). Commission-based revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Juegos y Apuestas La Perla is the only company authorized by Coljuegos to commercialize Chance lottery betting in the Santander department of Colombia. Through a multi-service transactional retail network branded as SuRed/Perlatodo, the company offers Chance and Chance Millonario lottery betting, BetPlay online sports betting, national money transfers, utility bill payments, mobile recharges, and SOAT vehicle insurance across physical points of sale in all Santander municipalities.

Product overview

Juegos y Apuestas La Perla operates a multi-service retail network (SuRed) in Santander, Colombia with over 30 years of experience. The company offers a unified platform of lottery/betting products (CHANCE, CHANCE Millonario, BetPlay) alongside essential financial services (Giros SuRed money transfers, Pago Facturas bill payments, and mobile Recargas). The core offering is the authorized CHANCE lottery in Santander, with additional services integrated through the SuRed network of physical points of sale across all municipalities in the department.

Differentiator

Problem solved

Functional benefit

Brands

• SuRed: Money transfer service allowing sending and receiving money across Colombia through 20,000+ points.
• Chance Millonario

Products and services

• Apuestas (CHANCE) Authorized lottery and betting service for Santander department, allowing customers to play CHANCE games. La Perla is the sole company authorized by Coljuegos to commercialize legal Chance betting in the department.
• Giros SuRed Money transfer service enabling customers to send and receive money across Colombia through a network of 20,000+ SuRed service points nationwide.
• Pago Facturas Bill payment service allowing customers to pay public utility and other service bills including ESSA electricity, Aguas de Bucaramanga water, and Metrogas gas.
• Recargas Mobile phone airtime and data package recharge service for major Colombian mobile operators.
• CHANCE Millonario Lottery game played Monday to Saturday at La Perla SuRed points for $5,000 COP per play.
• BetPlay Online sports betting platform offered through La Perla as an authorized channel, allowing customers to place sports bets online on their favorite sports and teams.
• SOAT Insurance Sales of mandatory vehicle insurance (SOAT) generating commission-based revenue.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• SuRedcoreChannel Partner/ Reseller/ DistributorSuRed is the nationwide money transfer network used by La Perla to offer money transfer services. La Perla integrates SuRed at their retail points, enabling customers to send and receive money across Colombia through 20,000+ agent points. The partnership allows La Perla to extend money transfer services nationally.
• BetPlaycoreChannel Partner/ Reseller/ DistributorBetPlay is the online sports betting platform offered through La Perla. La Perla serves as an authorized channel for BetPlay services, allowing customers to place sports bets online on their favorite sports and teams.
• ESSA (Energía de Santander)minorOthersLa Perla serves as a bill payment collection point for ESSA electricity services in the Santander region.
• Aguas de BucaramangaminorOthersLa Perla serves as a bill payment collection point for Aguas water services.
• MetrogasminorOthersLa Perla serves as a bill payment collection point for Metrogas gas services.
• MatrixtechcoreTechnology or IntegrationMatrixtech provides the technology platform (suredapp.matrixtech.com.co) for the SuRed mobile application used by La Perla for money transfer and related financial services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• 4-72: Colombian postal service that also operates payment and money transfer services through physical agent locations. Comparable multi-service agent network, though operates nationally as a state-affiliated entity with broader mandates.

Broad incumbents

• Codere: International gaming operator with established sports betting and lottery operations across Latin America including Colombia. Operates at significantly larger scale than La Perla with a broader gambling portfolio across multiple jurisdictions.

Direct peers

• WPlay: One of Colombia's leading online sports betting platforms. Direct competitor to BetPlay (La Perla's sports betting partner) and representative of the digital-first threat to traditional retail betting distribution in Colombia.
• Efecty: Colombia's largest multi-service payment network offering lottery, money transfers, and bill payments through physical agent points. Operates a directly comparable business model of integrated transactional services at retail locations, with lottery sales as a core revenue stream.
• RedServi: Colombian payment services network offering money transfers, bill payments, and recharges through physical agent points. Comparable multi-service agent business model competing for similar transactional revenue.
• PuntoRed: Colombian multi-service payment network operated by Redeban. Competes with La Perla's bill payment and money transfer services through a similar agent-based retail model across Colombia.
• BetPlay: Colombian online sports betting platform operated by Corredor Empresarial. La Perla serves as an authorized retail channel for BetPlay, but BetPlay itself competes for Colombian gambling spend via mobile-first distribution.
• SuperGiros: Major Colombian money transfer and payment services network operating through authorized agent points. Shares the multi-service agent-based distribution model with La Perla and competes for the same transactional revenue streams across Colombian regions.
• Baloto: Colombia's principal multi-jurisdictional lottery operator offering Chance-style number draw games. Direct competitor in the Colombian lottery market, though Baloto operates nationally rather than holding a regional license like La Perla.

Others

• Matrixtech: Colombian technology vendor providing the SuRed mobile application platform for La Perla's money transfer services. Adjacent ecosystem participant rather than direct competitor, but representative of the B2B technology layer enabling Colombian payment networks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/juegos-y-apuestas-la-perla

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 Juegos y Apuestas La Perla