William Hill acquires Alfabet in Colombia

29 Dec 2020

hill-iconWilliam Hill has announced the acquisition of Alfabet S.A.S., a Colombian gambling operator.

The globally known betting company William Hill stated that this acquisition supports in a big way its “strategy to deliver growth through international expansion and diversity”.

Colombia becomes now the ninth regulated market where the British bookmaker is currently active.

BetAlfa.co holds a Coljuegos licence since 2018 and offers sports betting and online casino games throughout the region.

Ulrik Bengtsson, William Hill’s CEO, stated that: “We are delighted to announce our acquisition of a majority share in Alfabet S.A.S., and with it, our first entry into a regulated Latin American state. The Colombian regulated market is a role model for the Latin American gambling sector, and we are excited by this opportunity to deliver a very competitive product and safe player experience under the William Hill brand in the country.”

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Established in 1934, William Hill is one of the true betting pioneers. The football, horse, and greyhound zones are packed, with hundreds of betting options and races available every day. There are so many website languages, and customer support is accessible 24/7. It keeps adding betting features, like Bet Builder and Request a Bet, and you can win up to £2,000,000 in football's top leagues. If you asked me 7 years ago, I would have told you that William Hill is the thε world’s best sportsbook. However, today is a different story. Even though the winning limits are incredibly high, you will see your account restricted very fast if you are a successful bettor. Besides, the overall payout is below par, even for football betting. Finally, if you are not looking to bet on horse racing, you will not be dazzled by what is available. Overall, William Hill offers a solid product for UK sports, but I would like to see the sportsbook improve the international offering as well.

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