William Hill initiates Colombia launch

31 May 2021

Gambling operator William Hill has made the first steps of expanding into the LATAM gambling landscape, by going live in Colombia, building on its acquisition of a majority stake in Alfabet.

The acquisition was initially conducted in December 2020 and the well-established operator rebranded the BetAlfa.co sportsbook as WilliamHill.co.

The newly launched betting site will operate via Alfabet’s existing license in Colombia, offering two products, online casino, and sports betting.

Ulrik Bengtsson, chief executive of Wiliam Hill, said: “This launch includes the full integration of the Alfabet team into our international business hub in Malta and marks our first entry into a regulated Latin American state. 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 player experience under the William Hill brand in Colombia.”

On top of announcing this deal, William Hill also disclosed that a new partnership with BtoBet, the renowned igaming platform provider, will take place. This partnership will concern the Colombian market. Μore specifically, Btobet will provide the players’ account management platform and sportsbook software.

The previous month, William Hill was acquired by American gambling conglomerate Caesars Entertainment, having announced that it would move ahead with plans to sell all of William Hill’s European and UK assets.

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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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