Jaime Vives Pinedo has been appointed president of Colombia’s gambling regulator Coljuegos, taking charge of one of Latin America’s most established regulated gaming markets at a time when illegal operators and increasingly complex digital products are putting pressure on enforcement.
Vives Pinedo replaces Marco Emilio Hincapié and officially takes the position under Decree 1189 of 2026. From its headquarters in Bogotá, Coljuegos oversees Colombia’s gambling sector across both land-based and online operations, while managing gaming-related revenues that contribute to the country’s health system.
A new leader for a mature online market
Colombia has been regulating online gambling since 2017, giving it a head start over several other major Latin American markets. Coljuegos grants concessions to approved operators and collects a 17% fee on gross gaming revenue, making the regulator an important player in both market supervision and public finances.
That puts Vives Pinedo in charge of a sector that has become increasingly digital while remaining closely tied to Colombia’s wider regulatory and fiscal framework.
The new Coljuegos president comes from the business community in the Caribbean region. He has been involved with Grupo Biocosta, the Santa Marta Chamber of Commerce and other business and leadership organisations in Magdalena before moving into the national role.
Illegal gambling moves higher up the agenda
One of the most immediate challenges will be protecting the licensed market from unregulated activity.
For Coljuegos, that increasingly means looking beyond traditional illegal betting and casino websites. Digital payments, social media promotions, influencer-led draws and other online products can all create enforcement challenges when they operate without the required authorisation.
A recent case involving Colombian influencer Yeferson Cossio illustrates the regulator’s broader approach. Coljuegos fined Cossio COP116 million, around US$37,900, over an illegal gambling activity, highlighting that enforcement can also target high-profile individuals and consumer-facing promotions.
Digital oversight in focus
Vives Pinedo will also inherit responsibility for a market spanning physical gaming venues and a rapidly developing online sector.
Colombia’s wider arts, entertainment and recreation economy recently recorded 9.5% growth, with online betting identified among the factors contributing to the performance. While the figures do not separate gambling’s individual contribution, they underline the sector’s growing role within the country’s consumer economy.
For licensed operators, the key question now is whether the new leadership will largely continue the regulator’s existing approach or take a tougher line on illegal gambling, digital supervision and concession compliance.
Vives Pinedo’s appointment does not itself announce a change in policy. But with Colombia’s regulated online market now nearly a decade old, his tenure comes at a point when Coljuegos must balance enforcement, technological oversight and the protection of regulated businesses while maintaining the gambling revenues that support public healthcare.