The trade association leader raises the need to strengthen actions against illegal gambling to protect employment, investment, and the resources that fund the health of millions of Colombians.
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In Colombia, the voice of entrepreneurs has been important for the development of the gambling industry and for the place it occupies today in the country’s economy. This is the case of Elizabeth Maya, president of Cornazar, who today stands out as one of the most active leaders in the defense of the sector. In this interview with CASINO magazine, she shares her perspective on the challenges facing the industry and the importance of having clear rules that allow for the continued strengthening of legal gambling in the country for the benefit of all Colombians.
After several years at the head of Cornazar, what personal and leadership lessons has this experience left you?
Assuming the representation of the gambling industry in Colombia has been one of the greatest challenges and, at the same time, one of the greatest prides of my professional life. Leading Cornazar has allowed me to understand that trade association leadership is built through dialogue, closeness with entrepreneurs, and coordinated work with the Government, always with the conviction of defending the country’s business fabric.
Throughout this journey, I have closely known the reality of entrepreneurs who bet on legality, generate employment, and contribute resources that fund the health system. This reinforces the importance of making visible the economic and social value of this industry, which has often been misunderstood.
Being a woman and leading a trade association in a historically demanding sector has also represented a very important personal challenge. I have assumed this role with responsibility, convinced that leadership is exercised with knowledge, constant work, and the ability to build trust among the different actors in the sector.
Personally, this process has taught me to remain firm in principles even in complex moments, understanding that progress is achieved with discipline, persistence, and collective work.
Today I remain deeply proud to represent the gambling industry in Colombia and to be its spokesperson in various national and international scenarios, where we can show that behind legal gambling there are responsible companies, thousands of jobs, and a real contribution to the social well-being of the country.
Given the upcoming electoral processes in Colombia, how do you perceive the business and regulatory climate for the industry?
The arrival of new rulers always represents an opportunity to strengthen the dialogue between the State and the productive sectors. In the case of the games of luck and chance industry, it is fundamental that this relationship be based on institutional respect, knowledge of the sector, and the joint construction of responsible public policies.
This is a legal industry, regulated and supervised by the State, which in addition to generating thousands of formal jobs, provides key resources for financing the health system in Colombia. That is why it is important to understand that the sector operating within legality should not be attacked; it should be protected and supported.
One of the challenges is the high burden of administrative processes and procedures faced by entrepreneurs, typical of a highly regulated industry. Moving towards more agile and efficient procedures would help strengthen legality, while illegality generates no contributions to health and competes unfairly with those who follow the rules.
From the industry, there has always been a willingness to work in coordination with the Government and regulatory authorities. Permanent dialogue allows for the construction of balanced regulations, strengthening controls, and more effectively confronting illegal operations.
The message for the new rulers is clear: legal gambling wants to be an ally of the country. When legality is protected, employment, investment, and the resources that reach the health of millions of Colombians are protected.
What mechanisms should be strengthened to improve the coordination between the Government, regulators, and the industry?
The relationship between the Government and the industry must be built on the basis of institutional dialogue, respect for legality, and understanding the reality of the sector. To strengthen this relationship, it is key to have permanent dialogue mechanisms, such as technical working tables, institutional monitoring spaces, and formal communication channels that allow for the analysis of the sector’s challenges and the construction of joint solutions.
It is also important that there is participation from the sector in the formulation and review of regulatory projects. Listening to those who know the actual operation of the industry allows for the design of more technical, balanced, and applicable regulations. Likewise, it is necessary to move towards more agile regulatory processes that facilitate the operation of those who comply with the law without weakening control mechanisms.
In parallel, public policies must focus on combating illegality, modernizing regulatory frameworks, and promoting the use of new technologies for sector supervision. Another relevant issue is the financial inclusion of operators. Some concessionaires have faced restrictions in access to financial services, despite operating under State authorization and complying with strict regulatory controls. Guaranteeing access to the financial system is key to strengthening the formality and transparency of the sector.
When clear rules, institutional dialogue, and coherent public policies exist, the result is a more solid, transparent industry with a greater capacity to contribute to economic development and the health system.
What is the current contribution of land-based gambling to the health system, and what does it reveal about the sustainability of the sector?
Land-based gambling in Colombia, as a modality of games of luck and chance operated in physical establishments, requires prior authorization and concession contracts that generally last between three and five years. It includes casinos, bingos, gaming tables, and slot machine halls.
During 2025, localized games made transfers close to COP 378.268 million, representing a growth of 9,3% compared to the previous year and a 39% share of the total industry.
We interpret this evolution as a sign of resilience: despite inflationary pressures, entrepreneurs continue to prioritize their responsibility to the State. However, sustainability cannot be taken for granted. The sector reaffirms its historical commitment to health in Colombia, to the Ministry of Science, Technology, and Innovation, and to the generation of thousands of direct jobs in the regions, and requires an environment that values formality to maintain these contributions which, across the entire industry, totaled COP 1.101.920 million at the end of 2025.
The stability of contributions today depends on recognizing that the business fabric of the land-based sector is making an extraordinary effort to sustain and improve its margins and continue contributing to the well-being of Colombians. This gambling modality strictly complies with high standards of organization and good corporate governance; however, it is frequently stigmatized by some economic and governmental sectors. Added to this is the phenomenon of financial derisking, despite the fact that this industry complies with demanding standards of surveillance, control, and oversight.
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Can you explain how the current tax framework impacts the physical segment differently compared to the online segment?
It is necessary to address the regulatory asymmetries faced by localized games. Without questioning the online model, which has proven to be an engine of innovation, the current tax framework impacts the physical segment more intensely due to its operational structure.
The discussion should not focus on confronting modalities, but on strengthening them in a complementary way. Online games in Colombia constitute a relevant modality within the regulated and supervised ecosystem of games of luck and chance. The online segment has demonstrated technological innovation, contractual formality, and significant contributions through exploitation rights, in addition to permanent digital infrastructure developments.
For its part, the landbased or localized operator maintains physical infrastructure in different municipalities and assumes high fixed costs, such as rent, services, and local taxes, which do not have the same proportionality in the digital environment.
The localized games operator has boosted the country’s economy for decades, generating taxes such as VAT, exploitation rights, and withholdings, in addition to thousands of jobs.
From Cornazar, we propose moving towards a more equitable and proportional regulation that strengthens the formal sector, both land-based and digital.
What role will technological innovation play in the evolution of land-based and online gambling?
The gambling industry has always been closely linked to technology, which today has become a fundamental element to guarantee competitiveness, control, and transparency.
In land-based games, online connection systems allow the State to supervise in real-time the operation of gaming elements, their income, prizes, and results. Each machine is connected to the Coljuegos central server, allowing for permanent monitoring, transaction traceability, and greater control over the operation.
In games operated over the Internet, technology is the central axis of the entire operation. Digital platforms incorporate advanced identity verification tools, transaction monitoring, and data analysis that help prevent fraud, detect unusual behavior, and strengthen risk management.
In addition, data analytics, intelligence artificial, and automated monitoring systems allow for improved sector supervision, optimization of the user experience, and strengthening of responsible gambling policies.
In this context, technology not only modernizes the user experience but also becomes a key ally for regulation and trust in the industry.
At the IX National Compliance Meeting, Cornazar highlighted the adoption of Risk Administration and Management Systems. What specific standards do you recommend?
In our meeting in Medellín, we highlighted that prevention systems should not be seen only as regulatory requirements, but as part of an organizational culture that strengthens the industry.
We recommend adopting comprehensive models that include: Migration from SIPLAFT to SARLAFT, Risk-Based Approach (RBA), Responsible Gambling Programs, and Cybersecurity. These standards strengthen compliance, reduce legal risks, and build trust. Additionally, they help address financial derisking, where some entities restrict or cancel services to companies in the sector.
What will be the main challenges to consolidating a sustainable gambling industry in Colombia?
One of the main challenges remains combating illegality, which generates unfair competition and deprives the country of resources that should be allocated to the health system. Another challenge is moving towards modern regulatory frameworks, consistent with technological evolution and new market dynamics.
It is also necessary to review the burden of administrative procedures faced by concessionaires, so that regulatory processes guarantee control without affecting the operational efficiency of companies.
An additional issue is the financial inclusion of the sector. Although the State requires high standards of transparency and banking, some operators have faced restrictions in accessing or maintaining financial services. Therefore, it is necessary to strengthen the dialogue between the regulator and the financial system to guarantee adequate access conditions for authorized operators.
Finally, the industry needs legal stability and predictable rules that allow for investment planning and ensure the sustainability of the sector. When these challenges are addressed in a coordinated manner between the State and the industry, it is possible to consolidate a more modern, competitive sector capable of continuing to generate employment, investment, and resources for the health of millions of Colombians.
