William Hill Enhances Latam Footprint with Alfabet S.A.S. Acquisition

William Hill PLC has announced the acquisition of a majority stake in the Colombia licensed operator Alfabet S.A.S. The Colombian firm has been operational since 2018 and holds a Coljuegos (Colombian gambling regulator) license to offer games of chance and sports betting in the Colombia state.

The acquisition of Alfabet S.A.S further supports William Hill’s strategy to deliver growth through international expansion and diversity, and makes Colombia the ninth regulated market where William Hill is currently active.

Colombia, the first Latin American country to establish a European-style licensing system, has been very progressive with their gambling regulations over the last few years, and industry analysts believe there is strong growth potential within the regulated gambling market in the country.

Ulrik Bengtsson, Chief Executive of William Hill PLC, 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. 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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