Five Leading Operators Launch Responsible iGaming Association to Accelerate Chilean Regulation
The alliance arrives at a pivotal juncture for the Chilean market, with the AGR pledging to work collaboratively with state authorities to build a robust legal framework.
A coalition of major online betting brands—Betano, Betsala, Estelarbet, Juegalo, and Novibet—has joined forces to establish the Responsible iGaming Association (AGR), a new trade body dedicated to shaping Chile’s emerging regulatory landscape.
The alliance arrives at a pivotal juncture for the Chilean market, with the AGR pledging to work collaboratively with state authorities to build a robust legal framework. The group aims to mirror successful regulatory models across Latin America—including Colombia, Peru, and Brazil—alongside mature international regimes such as Canada, Spain, the UK, and wider European Union jurisdictions. Outlining its core mission, the newly established trade body confirmed it was formed:
"to work constructively with the State and support efforts to regulate the industry by preventing underage gambling, ensuring a safe environment for Chilean consumers—particularly vulnerable groups—and creating a level playing field for operators."
Prohibitions Drive Activity Underground, Warns AGR
Addressing the reality of the local market, Sandra Kemp, Executive Director of AGR, stressed that prohibiting online betting is counterproductive and leaves players exposed to unregulated entities.
Online betting is already a reality in Chile. The absence of regulation or attempts to prohibit it do not eliminate the activity; they simply push it toward operators that are not subject to standards, oversight, or accountability.
The key challenge is ensuring the industry operates under a clear regulatory framework that allows responsible, licensed operators to prioritize the protection of minors and vulnerable groups, safeguard adult users, contribute to public revenues through taxation, create employment opportunities, and support the development of sport in Chile, she added.
AGR was created to demonstrate that there are operators committed to complying with rigorous standards, accepting effective oversight, and collaborating with authorities to help build a sustainable and regulated market, Kemp said.
Seven Binding Principles
- The association's agenda is underpinned by seven foundational pillars designed to eliminate informality and safeguard consumer welfare:
Player Safety & Youth Protection: Implementing stringent access protocols to keep under-18s and vulnerable individuals safe.
Modern Legal Framework: Eradicating black-market operations through comprehensive oversight.
Institutional Collaboration: Actively engaging in public policy dialogues with state bodies.
Integrity & Compliance: Upholding strict anti-money laundering (AML) controls, fairness, and transparency.
Fiscal Responsibility: Ensuring sustainable and transparent tax contributions to public coffers.
Marketing Standards: Enforcing responsible commercial communications and advertising guidelines.
Anti-Illegal Gambling Drive: Combating unlicensed operators across the territory.
The AGR underscored that these guidelines are not "mere aspirations" but rather "binding commitments for all current members of the association and for any future members."
Furthermore, the body reiterated its commitment to "keeping minors away from gambling, addressing addiction risks through genuine responsible gambling safeguards, and denying money laundering the informal environment on which it thrives."
Industry Body Calls for Urgent Legislative Action
While acknowledging ongoing parliamentary debates surrounding Bill No. 14,838-03, the AGR cautioned that international precedent demonstrates why Chile must act swiftly, noting that the country "is significantly behind other jurisdictions."
Recognising that the current situation requires swift action, AGR is actively collaborating with Congress, the Executive Branch, regulatory authorities, and civil society—as a trusted technical partner—to work constructively toward creating a modern framework that guarantees market transparency, prevents underage access, protects consumers, and ensures long-term stability, the association stated.
The push for formal regulation comes as market valuations highlight the sector's vast commercial potential. According to figures from industry analysts H2 Gambling Capital, Chile’s online gambling sector currently generates roughly $625m (£475m) in gross gaming revenue (GGR)—a total projected to rise to $1.445bn (£1.10bn) by 2030.
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