Betting firm William Hill stated that the acquisition further supports its “strategy to deliver growth through international expansion and diversity”.
The acquisition means Colombia is now the ninth regulated market where William Hill is currently active.
Operational since 2018, Alfabet holds a Coljuegos licence to offer sports betting and online casino throughout the region, with Colombia the first Latin American country to establish a European-style licensing system.
“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,” said William Hill CEO Ulrik Bengtsson. “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.”
Also, GVC Holdings, under Entain, also entered the Colombian market earlier this month, marking its first day of trading by gaining a licence to operate in the country.
William Hill’s latest acquisition meanwhile comes after it launched its Mr Green brand in Latvia’s regulated online market last week.