BetPlay, Tappp and DirecTV launch live TV betting feature in Colombia

The new integration allows viewers in Colombia to place real-time bets on BetPlay during live football broadcasts.

Colombian sportsbook operator BetPlay has partnered with interactive payments company Tappp and satellite TV provider DirecTV to introduce a new experience in the country.

The newly launched feature enables DirecTV subscribers watching top-flight Colombian football to access betting options directly from their television screen. By opening an interactive overlay during a live match, viewers can see odds, access their BetPlay accounts and place bets without leaving the broadcast. 

The feature went live during recent Liga BetPlay Dimayor matches and is available through DirecTV’s linear and streaming platforms.

BetPlay Board Member Paola Echeverri commented: “A year from now, this is going to be a lot bigger, and it’s going to be a lot more entertaining and a lot more fun than we’re seeing right now.”

According to Tappp Chief Executive and Founder Sandy Agarwal, early engagement data from the first six games is promising: 14.5% of viewers clicked into the betting experience, 6.5% browsed betting markets, and 37.5% showed intent to place a bet by linking their accounts. It was also noted that placing even modest bets increased average viewer engagement from 10 to 21 minutes.

Good to know: TAPPP previously trialed its single-screen sports betting technology during the 2022 Major League Rugby season in the US, allowing real-time wagers directly through live broadcasts

The project took over 18 months to develop, following Tappp’s concept being accepted by DirecTV in January 2024.

A team of 60 engineers worked for nine months to bring the product to launch. Tappp aims to expand this technology to other sports and markets.

Carlos Mendez

Writer

Odds tell a story long before the result does. When bettors learn to read that story properly, betting becomes a matter of discipline and value rather than emotion or guesswork.

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