Colombia: TAPPP and Betplay Launch Groundbreaking Live Betting Offering

Colombia – May 15, 2025 | www.zonadeazar.com – TAPPP and Betplay, one of the largest sports betting operators in Colombia, have announced the successful launch of the region’s first fully integrated single-screen live betting experience.

Now, football fans watching Colombia’s first division matches on TV can check odds and place bets in real time without interrupting the experience — directly from their television.

This innovative betting service was available last week during the Liga Betplay Dimayor broadcasts via DGO streaming and Direct-to-Home (DTH) platforms from DirectTV.

The new feature transforms passive viewing into interactive participation: fans control the entire betting experience using only the remote control, in sync with the live broadcast.

“We are offering a revolutionary way for Colombian football fans to enjoy their favorite sport, live and in the moment,” said Sandy Agarwal, founder and CEO of TAPPP, to sister site SBC Noticias. He added: “This launch is set to revolutionize sports entertainment in Latin America.”

What does the TAPPP and Betplay service include?

For the first time during live matches, fans will be able to:

  • View real-time odds tailored to their personal preferences for the game they are watching.

  • Log into their Betplay account directly from the TV.

  • Place bets on-screen without leaving the live action.

  • Easily check their betting history without needing a second screen.

“We know that integration with live broadcasts is the best way to improve our marketing, conversion, and engagement rates. We are creating a seamless and immersive betting experience that transforms interaction with the Liga Betplay Dimayor,” said Germán Segura, CEO of Betplay.

This new experience makes betting more intuitive by removing barriers and integrating interactivity directly into the match itself. And it’s not just about betting — it’s about staying in control of the viewing experience, offering both beginners and experienced bettors a smooth and personalized way to connect with every moment of the game.

“We’re bringing the betting experience closer to fans, especially during live sports broadcasts. Together with our partners, we’ve overcome numerous technical and usability challenges, as well as compliance, security, and latency demands to deliver personalized transaction services to the viewer on a single screen,” concluded Agarwal.

In addition to the rest of the Apertura and all Clausura stages, the platform will expand with more content, new features, and smarter personalization, ensuring a dynamic experience as fan behavior evolves.

🎤 Join TAPPP at SBC Summit Americas

Sandy Agarwal will be a featured speaker on the panel “The Promise of Interactive TV, Fulfilled”, alongside Mariana Goldvarg, CEO of VRIO; Paola Echeverri, board member of Betplay; and moderated by Dr. Laila Mintas, CEO and co-founder of Mintas Consulting, during SBC Summit Americas 2025, taking place this week. Source

Edited by: @_fonta | www.zonadeazar.com

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