Operador Nacional de Juegos S.A.S

What Operador Nacional de Juegos S.A.S does

Operador Nacional de Juegos S.A.S. (ONJ) is a Bogotá-based Colombian private company (S.A.S.) and exclusive licensed operator of the Baloto lottery under a 5-year Coljuegos concession that commenced May 25, 2022. ONJ was formed as a joint venture between Grupo Gelsa and Redcolsa, two multiservice transactional companies with approximately 20 years of combined experience operating games of chance in Colombia. The company serves the general Colombian public through three game products — Baloto (bi-weekly draws, $5,700 COP), Revancha (secondary game, $2,100 COP), and MiLoto (weekday draws launched October 2023, $4,000 COP) — distributed via 89,781 service terminals spanning all 32 Colombian departments. Distribution leverages the SuRed and SuperGIROS multiservice retail networks alongside major chains such as Olímpica, Éxito, and Carulla, with further expansion planned to Alkosto, Jumbo, Metro, Surtimax, and Súper Inter.

ONJ operates a real-time online transaction processing platform certified and authorized by Coljuegos, processing over 500 million transactions annually and supporting both ticket sales and prize settlement. Prize funds are administered by Fiduoccidente, an independent fiduciary entity, ensuring transparent and segregated disbursement. Live Baloto draws are broadcast nationally on RCN television. The revenue model is transaction-based: ticket sales across physical retail and, in the future, a proprietary online channel (baloto.com). Beyond entertainment lottery products, ONJ's broader network is reported to support over $70 billion COP in annual contributions to Colombia's public health system and generate more than 15,000 employment opportunities through the retail point-of-sale footprint. The company employs 26 direct staff at its headquarters in Centro Empresarial Arrecife, Bogotá, with operating scale delivered primarily through the partner retail and multiservice terminal infrastructure rather than internal headcount.

Name

Operador Nacional de Juegos S.A.S

Legal name

Operador Nacional de Juegos S.A.S.

Website

https://operadorjuegos.com.co

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Operador Nacional de Juegos S.A.S. is the Colombian exclusive licensed operator of the Baloto lottery under a Coljuegos concession, distributing Baloto, Revancha, and MiLoto games to consumers via 89,781 retail terminals across all 32 departments of Colombia.

Ownership category

akta.pro rank

Product category

Lottery and Games of Chance

NAICS

Gambling Industries (7132)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Lottery Operators (Government & Private Licensed) (MPAEAFAA)

akta.pro secondary industries

Draw-Based Lottery Management (Number Games, Keno as Lottery) (MPAEAFAE), Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD), Lottery Systems & Terminal Providers (POS, Central Systems) (MPAEAFAB), Lottery Security, Integrity & Fraud Prevention Services (MPAEAFAI)

Keywords

• Lottery games
• Chance games operation
• Lottery concession
• Retail terminal network
• Colombian gaming market

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lottery Ticket Sales - Baloto: Operador Nacional de Juegos operates the Baloto lottery game in Colombia under a 5-year concession starting May 25, 2022, authorized by Coljuegos. Revenue is generated from ticket sales across physical and planned digital channels. Baloto tickets are priced at $5,700 COP with initial accumulated jackpot of $4,000 million COP. Revancha is priced at $2,100 COP with initial accumulated jackpot of $1,000 million COP.
2. Lottery Ticket Sales - MiLoto: MiLoto is a new daily mechanic (Monday, Tuesday, Thursday, Friday) where players select 5 numbers from 1-39 for $4,000 COP per play, with an initial accumulated prize of $120 million COP.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Operador Nacional de Juegos S.A.S. operates the Baloto lottery game in Colombia under a 5-year Coljuegos concession (since May 25, 2022), selling Baloto and Revancha tickets through bi-weekly draws and the newer MiLoto daily lottery. The company distributes tickets via a nationwide network of 89,781 service terminals across all 32 Colombian departments, partnering with SuRed, SuperGIROS, and major retail chains, while also developing a proprietary online sales channel.

Product overview

Operador Nacional de Juegos S.A.S operates as a lottery and chance games operator in Colombia, managing a portfolio of game products through an extensive terminal network. The core offering includes Baloto Revancha, a twice-weekly lottery game with accumulated jackpots, and MiLoto, a newer game variant targeting younger players. The company operates over 89,000 service terminals across 32 departments in Colombia, selling through SuRed and SuperGIROS retail networks, as well as major retail chains including Almacenes Olímpica, Éxito, and Carulla. The company is a joint venture between Grupo Gelsa and Redcolsa, two established Colombian multiservice transaction companies with nearly 20 years of experience in the games of chance industry.

Differentiator

Problem solved

Functional benefit

Brands

• MiLoto: MiLoto is a new game mechanic created by Baloto for the generation that forms its own path, allowing players to choose 5 numbers from 1 to 39 in any order without repeating numbers.

Products and services

• Baloto The flagship lottery and chance game brand operated by ONJ, offering bi-weekly draws on Wednesdays and Saturdays with an accumulated jackpot starting at 4,000 million Colombian pesos and tickets priced at 5,700 COP.
• Revancha Secondary lottery game drawn alongside Baloto on Wednesdays and Saturdays, with a ticket price of 2,100 COP and an initial accumulated jackpot of 1,000 million Colombian pesos.
• MiLoto A daily lottery game where players select 5 numbers from 1 to 39 (without repeats, any order), with a ticket price of 4,000 COP and an initial accumulated prize of 120 million Colombian pesos. Draws held on Mondays, Tuesdays, Thursdays, and Fridays.

Quantifiable outcome

• Over $120,164 million COP distributed in prizes in 2022
• +5 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• ColjuegoscoreOthers · 25 May 2022Coljuegos is the Colombian government gaming regulator that authorizes and oversees the operation of Baloto in Colombia. Operador Nacional de Juegos holds an exclusive 5-year Coljuegos concession to operate Baloto starting May 25, 2022. The concession requires regulatory compliance, transparency in draw operations, and fiduciary management of prize funds through a designated entity.
• FiduoccidentecoreOthersFiduoccidente is the independent fiduciary entity designated to administer all prize funds for Baloto winners during the current concession period. This ensures transparent and secure prize disbursement, protecting winners and maintaining public trust in the lottery system.
• SuRed and SuperGIROScoreChannel Partner/ Reseller/ DistributorSuRed and SuperGIROS are Colombia's leading multiservice retail networks providing point-of-sale terminals for Baloto ticket sales. At launch, over 60,000 terminals were operational across all Colombian municipalities. These networks are integral to Grupo Gelsa and Redcolsa's combined multiservice infrastructure.
• Almacenes Olímpica, Éxito, and CarullamajorChannel Partner/ Reseller/ DistributorMajor Colombian retail chains where Baloto tickets are sold, expanding physical access to the lottery product beyond dedicated multiservice outlets. Additional retail chains (Alkosto, Jumbo, Metro, Surtimax, Súper Inter) are planned for future expansion.
• RCN Television NetworkmajorChannel Partner/ Reseller/ DistributorRCN Channel broadcasts Baloto draws live every Wednesday and Saturday at approximately 11:00 PM (Colombia time), providing national television visibility for the product and creating entertainment value for viewers. Draw No. 2192 on May 25, 2022 was the first under Operador Nacional de Juegos' concession.
• Grupo Gelsa and Redcolsa (Parent Companies)coreStrategic or Co-development PartnerOperador Nacional de Juegos S.A.S. is a society formed by Grupo Gelsa and Redcolsa, two of the most experienced multiservice companies in Colombia's gaming sector. Both parent companies bring nearly 20 years of combined experience in operating and commercializing games of chance in Colombia. Their joint network infrastructure supports the company's national terminal network.
• Asojuegos and UIAFCOLminorStrategic or Co-development PartnerOperador Nacional de Juegos participates in the Plenaria de Oficiales de Cumplimiento organized by Asojuegos (Colombian gaming operators association) and UIAFCOL (Colombia's financial intelligence unit), supporting the industry's Zero Tolerance LAFT (anti-money laundering and terrorist financing) initiative. These are industry compliance and integrity forums.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Française des Jeux (FDJ): France's national licensed lottery operator offering draw-based lottery, scratch games, and sports betting under a government concession. Comparable as a regulated national lottery concessionaire operating multiple draw games with a large retail and digital distribution network.
• Loterías y Apuestas del Estado (LAE): Spain's state-owned national lottery operator running draw-based lotteries (Lotería Nacional, EuroMillones, etc.) through an extensive retail network. Comparable as a legacy draw-based lottery operator with a national concession and large retail distribution.
• Allwyn (formerly Camelot): Operates the UK National Lottery under a government concession and has expanded into other European national lotteries. Directly comparable as a multinational concession-based lottery operator dependent on periodic government license renewals, facing the same binary concession-renewal risk as ONJ.
• The Lottery Corporation: Australian licensed national lottery operator (formerly Tabcorp's lotteries division) running draw-based lotteries, instant games, and digital channels. Comparable as a publicly listed lottery concessionaire with a multi-product portfolio and growing digital channel.
• Lotería Nacional de México: Operates Mexico's traditional national lottery (Lotería Nacional) and Pronósticos para la Asistencia Pública draw-based games under government authorization. Comparable as a Latin American government-licensed national lottery operator with similar cultural context and regulatory model to Baloto in Colombia.
• Lottomatica (Flutter Entertainment): Italy's leading licensed lottery and gaming operator under Flutter Entertainment, managing both draw-based lottery and adjacent gaming products through retail and digital channels. Comparable as a multi-product licensed operator combining lottery and gaming under a national regulatory framework.

Broad incumbents

• International Game Technology (IGT): Global lottery systems and terminals provider serving state lotteries worldwide with central systems, POS terminals, and iLottery platforms. IGT is a broad incumbent whose terminal and central-system technology is comparable to the technology infrastructure ONJ relies on to process 500M+ annual transactions across 89,781 terminals.
• Scientific Games: Major global supplier of lottery instant games, systems, terminals, and digital platforms to government-regulated lotteries. A broad incumbent comparable in providing the technology backbone (POS terminals, central systems) that ONJ uses for its draw-based lottery operations.

Direct peers

• Lotería de Bogotá: Operates the traditional Lotería de Bogotá draw-based lottery game under Coljuegos authorization. While its game format (traditional lottery with pre-printed tickets) differs from Baloto's number-selection mechanic, it is a direct Colombian peer competing for the same regulated lottery consumer wallet share under the same regulator.
• Lotería de Medellín: Operates the traditional Lotería de Medellín lottery under Coljuegos authorization, one of the largest traditional lottery operators in Colombia. Direct Colombian peer sharing the same regulatory framework and competing for the same lottery consumer pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/operador-nacional-de-juegos-s-a-s

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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