UK-based gambling giant William Hill announced the acquisition of Colombian operator Alfabet. The acquisition of a majority stake in the firm will allow the company to enter the Colombian market.

9^th market for William Hill

The Colombian gaming market is quickly gaining prominence on the world map because of its quick growth and supportive regulations. William Hill CEO Ulrik Bengtsson commented on the acquisition and said,

“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.”

Alfabet is one of the biggest players in the local market. It operates under the BetAlfa brand since 2018. It offers both sports betting and games of chance and is licensed by Coljuegos, the Colombian national regulator. With the acquisition, William Hill is working aggressively on its global growth strategy. Colombia will be the 9th market where it will have active operations.

The firm recently entered the Latvian market as well. It launched Mr. Green, one of its flagship brands in the country. It previously acquired the 11.lv brand as well as its owner MRG Group. Mr. Green’s brand was approved and licensed by the Lotteries and Gambling Supervisory Inspection of Latvia.

Why Colombia is an attractive market?

Colombia is the first Latin American country to launch a European-style gambling regulatory framework. The authorities have implemented a progressive regulatory system in the country which is attracting interest from operators around the world.

Bengtsson said that the Colombian market is a role model for the entire Latin American gambling sector. William Hill is now looking forward to providing competitive products and create a safer gaming experience for players. The Colombian sports betting industry joined hands to make efforts to protect sports integrity and tackle manipulation and fraud in results. The new join #YoLeApuesto campaign is designed to raise awareness for everyone involved with sports. It is supported by 16 licensed sports betting operations, Coljuegos, and two industry bodies- Fecoljuegos and Asojuegos.