Illegal Operators Dominate Argentina’s Online Betting Market

Argentina.- 16 July 2026 www.zonadeazar.com Legal online betting accounts for less than 10% of Argentina’s total gambling market, with unauthorised platforms controlling most of the remaining activity. Moving customers towards licensed operators has become the central challenge facing the industry and provincial regulators.

News Details

Maximiliano Bellio, CEO of Betsson Argentina, said the country’s regulatory landscape remains fragmented because each province operates its own licensing system through its respective gambling authority. The structure resembles the US state-by-state model, with each jurisdiction establishing separate operating requirements.

The City of Buenos Aires currently licenses 12 operators, the Province of Buenos Aires seven and Córdoba four. Although each jurisdiction develops its own rules, regulators maintain informal coordination because of the practical overlap between neighbouring markets.

Betsson entered Argentina in January 2022 following the regulation of online betting in the City and Province of Buenos Aires. Its local operation has since grown to more than 100 employees across commercial, marketing, finance, risk and development functions.

Industry Context

The company estimates that approximately half of existing illegal betting activity could eventually migrate to licensed platforms. However, Argentina’s informal economy limits that process because regulated operators must verify customer identities and establish the source of deposited or withdrawn funds.

Licensed platforms use biometric technology and checks against the National Registry of Persons (Renaper) to prevent underage gambling. Illegal websites cannot replicate these regulated safeguards and frequently reach younger audiences through social media influencers.

Sports sponsorships also form part of the channelisation strategy. Betsson has sponsored Racing Club since May 2023 and Boca Juniors since June of the same year, with the latter agreement running until 2028. The partnerships are used to promote legal platforms, responsible betting and strict over-18 participation.

Next Steps or Impact

Betsson’s immediate priority will be to consolidate its existing sponsorships and regulated market position rather than pursue an aggressive expansion through additional shirt partnerships.

Reducing the illegal market will require broader provincial regulation, stronger enforcement against unauthorised websites, consumer education and campaigns that clearly distinguish licensed operators from offshore platforms.

Edited by: @_fonta