William Hill enters the Colombian market with the acquisition of the operator Alfabet

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William Hill enters the Colombian market with the acquisition of the operator Alfabet

Sports betting company William Hill announced the acquisition of a majority stake in Colombian operator Alfabet S.A.S.The action is part of its “growth strategy through international expansion and diversity”.

The purchase of the operator means that Colombia is now the ninth regulated market where the company is currently operating.

In operation since 2018, Alfabet has a license from Coljuegos (local regulatory body) to offer sports betting and online casinos across the country.

It is worth remembering that Colombia was the first Latin American country to establish a licensing system based on European parameters.

“We are pleased to announce the acquisition of a majority stake in Alfabet SAS. Therefore, this is the entry of our company into a regulated market in Latin America for the first time ”, said William Hill CEO Ulrik Bengtsson.

Bengtsson added: “The Colombian regulated market is a model for the gaming sector in Latin America and we are excited about this opportunity to offer a very competitive product and a safe gaming experience in the country with the William Hill brand”.

In addition, Entain’s GVC Holdings also entered the Colombian market earlier this month, marking its first day of operation with obtaining a license to operate in the country.

William Hill’s latest acquisition, however, came shortly after the launch of the Mr Green brand on the Latvian online scene.

About William Hill

The William Hill bookmaker stands out among the leading companies in the global market. Created in 1934, the company has decades of expertise in the sports betting segment and in various game modalities.

With hundreds of live betting opportunities, users can make their guesses on football, tennis, volleyball, basketball, hockey matches or even test their luck on online casino titles.