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TAPPP and BetPlay launch end-to-end betting on live TV in Colombia

22 May 2025
(PRESS RELEASE) -- The world's first fully integrated, single-screen betting experience on television has been successfully launched in Colombia by TAPPP and BetPlay. Fans watching first-division Colombian soccer matches on their televisions or mobile devices are now able to view available odds and place bets in real-time without interrupting their viewing experience.

This groundbreaking betting transaction service is available during broadcasts of Liga BetPlay Dimayor across DIRECTV's DGO streaming and direct-to-home (DTH) platforms. The service transforms passive viewing into interactive participation—fans can control the entire betting experience from their remote, in sync with the live broadcast.

The world's first fully integrated, single-screen betting experience on television has been successfully launched.

"We are delivering a revolutionary way for Colombian football fans to engage with their favorite sport—live and in the moment," said Sandy Agarwal, Founder and CEO of TAPPP. "This launch is a game-changer for sports entertainment in Latin America."

For the first time during live soccer matches, fans will have the ability to:

View real-time betting odds related to the game they are watching and curated to their personal preferences
Log in to their BetPlay account directly through their TV
Place bets on-screen, without leaving the on-field action
Review bet history seamlessly and without a second screen.
"We know that integration with a live broadcast is the best vehicle for lifting our marketing, conversion and engagement rates," said Germán Segura, CEO of BetPlay. "We are creating a seamless, immersive betting experience that enhances the way fans engage with Liga BetPlay Dimayor."

This innovative experience makes betting feel intuitive by removing friction and layering interactivity alongside the game itself. And it's not just about placing bets; it's about staying in control of the viewing experience, giving both new and seasoned bettors a seamless, personalized way to engage with every moment of the match.

Beyond the remainder of the Apertura and all stages of the Clausura in Liga BetPlay Dimayor, the platform will grow to include more content, more features, and smarter personalization—ensuring the experience stays dynamic as fan behavior evolves.

"We are bringing the betting experience closer to fans, especially during live sports broadcasts," added Mr. Agarwal. "Together with our partners, we have overcome a wide array of technical and UX challenges as well as the demands of compliance, security and latency to enable viewer-customized, single-screen transaction services."

TAPPP's remarkable technological achievement in becoming the first company to fully deliver against the long-stated, but never quite fulfilled, promise of interactive television has already earned industry recognition with the awarding of "Rising Star in Sports Betting" honors during last week's SBC Summit Americas.

TAPPP and BetPlay launch end-to-end betting on live TV in Colombia is republished from iGamingNews.com.


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