After acquiring Alfabet S.A.S in December 2020, William Hill was able to launch its URL, marking the operator’s entry into the Latin American market.
Alfabet holds the Internet-operated gaming license C-1611, which is authorized by Colombian gaming regulator Coljuegos, and allows the brand to offer sports betting and online casino games.
Through this license, the operator was able to enter the Colombian market just months after the acquisition was completed.
The operator says the latest launch supports its international growth strategy and makes Colombia the ninth regulated market in which it is currently active.
William Hill CEO Ulrik Bengtsson said: “I am thrilled to see William Hill being launched in such a short time. This launch includes the full integration of the Alfabet team in our international business center in Malta and marks our first entry in a regulated state of Latin America “.
“We are delighted to have the Alfabet team joining our international team, and excited about the opportunity to offer a very competitive product and a safe experience for the player under the William Hill brand in Colombia,” concludes Bengtsson.
An acquisition of Caesars Entertainment
The launch in Latin America follows the recent interest in William Hill’s British and European assets, which are being sold by Caesars Entertainment.
Caesars acquired the bookmaker for $ 3.7 billion in April and immediately considered the idea of selling the company’s European and British stores to focus on American operations.
Lee Richardson, CEO of Gaming Economics, said recently that Entain‘s interest in William Hill’s non-American assets could create a bidding war with 888 Holdings and Apollo Global Management.
About William Hill
The bookmaker provides services worldwide, employing approximately 16,600 people in its offices in the United Kingdom, the Republic of Ireland and Gibraltar. It offers betting via phone and internet, in addition to its various licensed betting outlets across the UK which are now being sold.
It accounts for about 25 percent of the market in the UK and Ireland. Its telephone betting centers, located in Rotherham, South Yorkshire, registered 125,000 bets at the 2007 Grand National and, according to the company, its betting establishments process more than one million bet slips in an average day.