The acquisition of Alfabet, that operates under the brand BetAlfa, further supports William Hill’s strategy to deliver growth through international expansion and diversity, and makes Colombia the ninth regulated market where William Hill is currently active.
“We are delighted to announce our acquisition of a majority share in Alfabet S.A.S, and with it, our first entry into a regulated Latin American state,” commented Ulrik Bengtsson, Chief Executive of William Hill.
“The Colombian regulated market is a role model for the Latin American gambling sector, and we are excited by this opportunity to deliver a very competitive product and safe player experience under the William Hill brand in the country,” Bengtsson added.
Related to its entry in Colombia, the international bookmaker has recently signed a deal with BtoBet, a company part of the Aspire Global group that will provide its platform and cutting-edge sportsbook solution to William Hill for its operation in the country.
“We are thrilled by this partnership and the opportunity to provide players in Colombia with a superior gaming experience. We always look for the best localised solutions and BtoBet are well placed in the Colombian betting market,” concluded Bengtsson.
Just a few days after announcing its entry in the Colombian market, William Hill also received the news that it has been awarded a license to operate online gaming in Buenos Aires Province, in Argentina, in partnership with local firm Argenbingo S.A.
Source: GMB
