After a successful partnership with Alfabet in the late last year, the online gambling operator William Hill went live in Columbia.
Willam Hill bought the majority of shareholdings for Alfabet in December and now BetAlfa.com has been rebranded as WilliamHill.co to establish the brand presence in Columbia.WilliamHill.co offers sports betting services to gamblers.
The WilliamHill.com website will operate under the same license as Alfabet in the country which covers online gaming and sports betting. The successful launch marks William Hill’s presence in the Latin American iGaming market.
Ulrik Bengtsson, Chief Executive of William Hill says, “The launch includes the full integration of the Alfabet team into our international business hub in Malta and makes our first entry in a regulated Latin American state. ”
He continues, “We are delighted to have the Alfabet team join our international team and excited by the opportunity to deliver a very competitive product and safe playing experience to our customers under the William Hill in Columbia.”
After the announcement of Alfabet, William Hill also disclosed the new Columbia facing partnership with BtoBet, an amazing sportsbook technology provider under Aspire Global during October last year.
The launch in Columbia follows William Hill’s UK and European assets which have been made accessible for sale by Caesar Entertainment.
Caesar Entertainment acquired William Hill for $3.7 billion in April and immediately decided to sell the company’s European and UK powerful assets to solely focus on American operations.
Lee Richardson, Gaming Economic CEO claims that Entain’s interest in William Hill’s non-US assets could set up a strong bidding war with 888 Holdings and Apollo Global Management.
Willian Hill’s launch in the Latin American market is the new step to attain more customers from the country and buying the majority of the assets of Alfabet which was already trusted by many Columbians will help the firm to have a strong foot in the Colombian market.
William Hill plans to launch more gaming variations and excellent sportsbook technology to Columbia and ensure that the players get a safe gaming experience from the brand.