Ulrik Bengtsson

Malta-based betting company, William Hill, will be launching its presence in the Latin American market through its latest acquisition, Alfabet, which was confirmed last December.

Commenting on this, CEO at William Hill, Ulrik Bengtsson, said “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.”

The company has rebranded the existing BetAlfa.co sportsbook brand into WilliamHill.co, which will operate via Alfabet’s existing licence in the country, in the areas of online gaming and sports betting.

“We are thrilled 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 CEO added.

Last month, it was confirmed that US entertainment conglomerate, Caesars Entertainment, acquired William Hill, taking ownership of the business for €3.35 billion.

Featured Image:

Ulrik Bengtsson / LinkedIn

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