ts bookmaker Sportium has announced this week its plans to start operating in Colombia within the next few months. The betting provider, which is a joint venture between UK bookies Ladbrokes and Spanish gaming operator Cirsa said that the company’s online gambling licence is at an ‘advanced stage’

Through a media presentation that took place at Bogota’s Hollywood Casino earlier this month, the operator reported its intentions to launch its land-based sports betting shops as well as online services before the end of the year.

Its entry into the Colombian market is part of a larger company strategy that aims to expand its services across the Latin American region. Sportium has had an online presence for a few years in Mexico via its Casinolife.mx site, in addition to an office in Panama that opened shortly after the company had established its first shop there in September 2016.

Speaking to the local press, Sportium Executive Director Alberto Eljarrat confirmed the firm’s move and explained that Colombia was an extremely attractive market due to the country’s huge passion for sports, in particular, football.

Despite Sportium’s expansion plans across South America, the continent has very different and diverse approaches to gambling. While Colombia is opening its arms to the gaming industry, Uruguay has tightened its laws in an attempt to prohibit online gambling.