News William Hill Expands Colombian Presence

William Hill Expands Colombian Presence


High profile UK bookmaker William Hill has strengthened its foothold in south America following the acquisition of a majority stake in a Colombia-licensed online gambling company.

The bookmaker has announced that it has taken a majority stake in the Colombia licensed operator Alfabet, which has been operating in the Colombian market since 2018 and holds a licence from the Colombian regulator to offer games of chance and sports betting in the state.

The acquisition of Alfabet further adds to William Hill’s strategy of boosting growth through international expansion and diversity. It also makes Colombia the ninth regulated market where William Hill is currently active.

Colombia was the first Latin American country to set up a European-style licensing system, and it has taken a progressive approach to gambling regulations over the last few years, which has led industry analysts to believe there is strong growth potential within the country.

Commenting on the deal, Ulrik Bengtsson, the William Hill Chief Executive, said that they were delighted to announce their entry into a regulated Latin American market:

“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.”

William Hill have also signed a deal with Aspire Global, who currently supply them with their BtoBet sportsbook platform, which both companies hope will enable them to strengthen their position in the Latin American market. Bengtsson said that the company always focused on finding the best local solutions and stressed that BtoBet were well placed in the Colombian betting market.

The company’s decision to target Colombia is in line with the predictions of the global gambling sector that 2021 will be seen as a key year for Latin America’s growing online gambling sector. At the same time, William Hill have also expanded their presence in the fast growing US sports betting market, thanks to a partnership with Caesars Entertainment.


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