Alfabet, operating under the BetAlfa brand, has been active in the market since 2018 with a license from Colombia’s gambling regulator, Coljuegos. William Hill has now entered the Colombian market, making it their ninth regulated market. The size of the stake and the price paid for the acquisition have not been disclosed.
William Hill’s CEO, Ulrik Bengtsson, expressed excitement about this entry into a regulated Latin American state and praised Colombia’s regulated market as a role model for the gambling sector in Latin America. The company aims to provide a competitive product and a safe player experience in Colombia under the William Hill brand.
Btobet, acquired by Aspire Global in October last year, has signed a partnership with William Hill for the Colombian market. Btobet will offer its player account management platform and sportsbook software to William Hill to enhance the gaming experience for players in Colombia. Bengtsson mentioned that Btobet is well positioned in the Colombian betting market and this partnership aligns with William Hill’s focus on localized solutions.
Aspire Global CEO, Tsachi Maimon, stated that this deal highlights the strength of Btobet’s offering and services, solidifying Aspire Global’s position as a leading supplier in the iGaming industry. The agreement with Btobet was reached for €20m in September 2020 and was followed by a similar agreement with Flutter Entertainment’s Betfair brand.
William Hill’s international expansion also includes launching the Mr Green brand in the Latvian market. With the operational knowledge gained from their existing brand, 11.lv, William Hill plans to double their presence in Latvia. They are committed to responsible gaming and will utilize the Green Gaming framework to strengthen their leadership in this area.
