Alfabet holds the internet-operated games licence C-1611, which is authorised by the Colombian gambling regulator, Coljuegos, and allows the brand to offer sports betting and online casino games.

Through this licence, William Hill has been able to launch WilliamHill.co and enter the Colombian market just months after the acquisition was completed.

The operator says the latest launch supports its strategy to grow internationally and makes Colombia the ninth regulated market where it is currently active.

William Hill CEO Ulrik Bengtsson said: “I am thrilled to see WilliamHill.co launched within such a short timeframe. 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.”

The Latin American launch follows recent interest in William Hill’s UK and European assets, which have been made for sale by Caesars Entertainment.

Caesars acquired William Hill for $3.7bn in April and immediately pondered the idea of selling the company’s European and UK shops to focus on American operations.

Gaming Economics CEO Lee Richardson recently told Gambling Insider Entain's interest in William Hill's non-US assets could set up bidding war with 888 Holdings and Apollo Global Management.