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William Hill Expands Regulated Presence with Colombia Launch

British bookie William Hill is now live on Colombia's regulated online gambling Sunday, owned by local operator Alfabet SAS

following the recent acquisition of the majority stake

The big company launched WilliamHill.co earlier this week to make Colombia the ninth regulated market it is active in.

News about the former bookie's plans to enter the Colombian digital gambling space first surfaced in late 2020 Alphabet's majority stake when he announced his purchase.

The Colombian company has a license from the local gambling regulator Coljuegos to provide Internet-based gambling services. It entered the Colombian area in 2018 or shortly after its reorganization.

Alfabet operates the BetAlfa.co brand after obtaining the necessary legal approval three years ago. William Hill, BetAlfa.co WilliamHill.co by rebranding Alphabet managed to enter the Colombian market after buying the majority of its shares .

The newly launched brand, the British operator's international expansion growth through prepared to support its strategy. ). As noted above, this latest launch marks the ninth market William Hill is open to local online gamblers.

In addition, Colombia has become the first Latin American market in which the large company operates, observing expansion in this profitable region.

A Very Competitive Product and a Safe Gaming Experience

Commenting on entering Colombia, Ulrik Bengtsson, CEO of William Hill, said they were excited to see the new .co site launch in such a short time, and that this launch includes the full integration of the Alphabet team into their international business hubs in Malta.

The manager also stated that they are pleased that the Colombian firm's team has joined their international team, and He said he was excited by under the brand name William Hill in Colombia a very competitive product and safe player experience opportunity to present. ”

Just one day after reports of the British casino's acquisition of an Alphabet stake, the online sports betting solutions provider also BtoBet will power its Colombian debut .

BtoBet 2020 20 million deals, which Aspire Global acquired in September, has a strong presence in Colombia and its betting technology is used by many local licensed operators. Under the terms of its partnership with William Hill, the provider to player account management (PAM) solution and provided access to its platform as well as its innovative sports betting solution.

William Hill's Colombia operation will be among the non-US assets of the operator's new owner Caesars Entertainment – would sell. The US casino operator bought the bookmaker last month and is looking to dump its non-core UK and international operations to better focus on growing its US business.

Source: William Hill launched in Colombia, Cision, May 25, 2021

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