Alfabet Acquisition Paves Way for William Hill in Colombia

After acquiring a majority stake in the Colombia licensed operator Alfabet S.A.S in December 2020, William Hill has gone live in the country’s market for the first time with the launch of The new site is also the operator’s first entry into the Latin American market.

Alfabet S.A.S has a license from Coljuegos (the Colombian gambling regulator) to offer games of chance and sports betting in the jurisdiction. Through a rebranding of the customer-facing sportsbook brand, William Hill has succeeded in entering the Colombian market just a few months following the acquisition.

According to William Hill, the launch of supports the company’s strategy to grow internationally and it makes Colombia the ninth regulated market where William Hill is currently active.

Ulrik Bengtsson William Hill CEO

I am thrilled to see launched within such a short timeframe. This launch includes the full integration of the Alfabet team into our international business hub in Malta and marks our first entry into a regulated Latin American state. We are delighted to have the Alfabet team join our international team, and excited by the opportunity to deliver a very competitive product and safe player experience under the William Hill brand in Colombia.

Ulrik BengtssonWilliam Hill CEO

When William Hill announced the acquisition deal, the company revealed that it had also brokered a new, Colombia-facing partnership with Btobet, a sportsbook technology provider that was acquired by Aspire Global (ASPIRE:FN) in October 2020. The terms of the deal mean that Btobet will be providing its player account management platform and sportsbook software to William Hill in the Colombian market.

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