Apuesta Total

Apuesta Total is one of Peru’s largest licensed gambling operators, active in both the land-based and online segments. Established in 2014 and headquartered in Lima, the brand has become a dominant player in the country’s regulated betting market.

About

Ownership and Structure

The company is operated by Free Games S.A.C., and since mid-2024, it has been majority-owned (70%) by Cirsa, a Spanish gambling group controlled by Blackstone. The acquisition strengthened Cirsa’s footprint in Latin America and provided Apuesta Total with international backing while maintaining its Peruvian management and market focus.

Gonzalo Pérez, CEO of Apuesta Total, continues to lead the brand post-acquisition. Under his leadership, the company expanded from its original base in Trujillo into a national retail and online operator employing around 1,000 people across operational, commercial, and support divisions.

Market Presence

As of 2025, Apuesta Total operates more than 400 betting shops across Peru, positioning it among the country’s largest retail operators alongside INTRALOT. In addition to its physical footprint, the brand has built a significant online user base, benefiting from Peru’s 2023–2024 licensing reforms, which introduced a formal regulatory framework for digital gambling.

Market analysts estimate Apuesta Total’s share of the regulated Peruvian market at approximately 25–30%, making it a clear top-tier operator in both retail and online segments.

Product Offering

Apuesta Total holds licenses covering both sports betting and casino gaming, with an offering that includes:

  • Pre-match and live sports betting, with a focus on football, basketball, tennis, volleyball, hockey, and esports.

  • Online casino products, including video slots, live table games, poker, and virtual sports.

  • Retail terminals integrated with the company’s central risk management and settlement system.

The company maintains partnerships with international suppliers such as Altenar (sportsbook platform) and RubyPlay (slot content), allowing it to ensure product quality and regulatory compliance.

Sponsorship

Apuesta Total is a prominent sponsor of Peruvian professional sports. The company’s portfolio includes sponsorship deals with:

  • Alianza Lima

  • Universitario de Deportes

  • Sport Boys

Beyond football, it is also an official supporter of the Peruvian Paralympic Committee, contributing to the preparation of athletes for events such as the Paris 2024 Paralympic Games.

Regulatory Positioning

Apuesta Total operates under a dual licensing regime: an international license from Antillephone (8048/JAZ) and domestic authorization from MINCETUR, Peru’s Ministry of Foreign Trade and Tourism. Following the implementation of the national gambling law, the company became one of the first operators to fully transition into the regulated online environment.

In 2024, the brand publicly addressed concerns regarding the application of Peru’s Selective Consumption Tax (ISC) to digital gambling. CEO Gonzalo Pérez called for a more balanced fiscal approach, arguing that licensed operators should not be penalized with excessive tax burdens compared to unregulated competitors.