With a 6.4 percent increase in revenue and strategic expansion, the entity positions itself as one of the most prominent lotteries in the country.
Colombia.- The Lotería del Risaralda closed 2024 with outstanding performance, recording revenues of COP26.381m (USD6.4m), exceeding the projections set for the year by 6.4 percent, which estimated a growth of 3 percent compared to 2023. This achievement, driven by expansion into new markets such as Santander, strengthening of the sales force, and a renewed prize plan, positions the entity at the 11th national level, moving up two places according to the measurement carried out by Coljuegos and the National Council of Games of Luck and Chance.
The manager of the institution, Bibiana Garcés González, highlighted that the success is due to strategic planning focused on expanding presence throughout the country: "We have worked in these first months of the year outlining a route to generate higher sales and health transfers, with strategies that allow us to reach all the departments and project ourselves as one of the lotteries with the highest growth." Key factors included tours through municipalities of the department and the country, the addition of seven new distribution agencies in Santander, and support for lottery vendors.
A significant change was the increase in the prize plan, which went from COP7.200m (USD1.7m) to COP14.400m (USD3.4m), including a major prize of COP2.333m (USD500,000) and the implementation of 31 dry prizes, which attracted more bettors. During 2024, the lottery awarded three major prizes in Pereira, Tuluá, and Popayán, and recently, in draw 2889, a lucky winner in Cali won COP2.333m through an electronic platform, consolidating trust in the entity.
Looking towards 2025, the Lotería del Risaralda projects ambitious goals in sales, health transfers, and social responsibility. Among its plans are the strengthening of virtual sales, animal welfare campaigns, and greater support for the sales force and the community. "We will continue touring the regions to reach new markets and betting on increasing sales," said Garcés, emphasizing the focus on commercial, technological, and legality areas as pillars of future management.
