William Hill opens for business in Colombia
Following the acquisition of a majority stake in the Colombia licensed operator Alfabet S.A.S in December 2020, WilliamHill.co was today launched, making Colombia its first entry in the Latin American market.Alfabet S.A.S. holds internet-operated games license C-1611, authorized by Coljuegos (Colombian gambling regulator) to offer sports betting and online casino games. By rebranding the consumer-facing sports book brand BetAlfa.co, William Hill managed to enter the Colombian market within a few months after the acquisition. The launch of WilliamHill.co supports William Hill’s strategy to