William Hill makes Colombian entry with new acquisition

William Hill Colombia market Alfabet
Share this article

Having acquired a controlling stake in the Colombian online bookmaker, Alfabet, last year, the British bookie, William Hill, has finally made its first breach into Latin America.


The preexisting Alfabet.co site has now been rebranded with Hill’s namesake; the new WilliamHill.co URL will begin operating under the original Alfabet licence to operate online in Colombia providing igaming products and sportsbook.

“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.”

Along with the announcement in May, William Hill also disclosed details of a new partnership in the country with the sportsbook tech provider, Btobet, which was acquired by Aspire Global several months ago.

The terms of the contract see Btobet provide its player account management platform and sportsbook software to William Hill specifically for players within the Colombian market.

The entry into one of the world’s most rapidly spiking online gaming and betting territories, latin America (of which Colombia is by far the most developed) will be a boon for Caesars who finalised their acquisition of William Hill only a month ago. Caesars says it plans to spin off all Hill’s assets beyond the US, including its European and Australian businesses. Adding a potentially fast-growth division to the mix will add fuel to a bidding war currently underway for Caesars discarded items.

Share this article