BtoBet Expands Position in LatAm Market by Partnering with William Hill

Only months after finalizing the BtoBet acquisition for €20 million in cash, Aspire Global continues to expand its latest’s brands position in Latin America by forming a partnership with William Hill Colombia.

Under the terms of the agreement, BtoBet will provide the platform and sportsbook to the bookmaker’s division in an increasingly developing market, making the world’s leading sports betting and gaming operator even more present on the continent.

Committed to Expansion

The agreement with William Hill plc in Colombia comes right after the provider’s entry into Spain through a long-term partnership with Pariplay. Meanwhile, the company has also further strengthened its leading position in Russia. By reaching Colombia, BtoBet will provide the sports betting and online gaming operator with a cutting-edge sportsbook solution.

As a reminder, BtoBet was acquired by Aspire Global in September and the brand has already established itself as the leading sportsbook provider in the country. By significantly strengthening its presence in Colombia, whose iGaming division was regulated in 2016, the company and its thriving award-winning standalone technology platform have demonstrated undiminished commitment to extending globally across many emerging regulated markets.

Ulrik Bengtsson, CEO of William Hill, commented earlier:

“We are thrilled by this partnership and the opportunity to provide players in Colombia with a superior gaming experience. We always look for the best-localized solutions and BtoBet are well placed in the Colombian betting market.”

Tsachi Maimon, CEO of Aspire Global, added:

“This agreement demonstrates the strength of our offering and services and paves the way for us to further expand into regulated markets across the world. The deal is proof of our ability to attract tier 1 operators and that we are in the position to compete for any deal, anywhere. Aspire Global is a true powerhouse for iGaming operators and the deal is another step in our aim to become the world’s leading iGaming supplier.”

Majority Stake in Alfabet

Meanwhile, William Hill plc is also pleased to announce the acquisition of a majority stake in the Colombia licensed operator Alfabet S.A.S. This Colombian iGaming establishment has been active since 2018 on the market and holds a Coljuegos license to legally provide games of chance and sports betting in the state.

By finalizing the acquisition of Alfabet S.A.S, one of the oldest UK’s bookmakers will increase growth on a global level and diversify market share, making Colombia the ninth regulated landscape where William Hill is currently active.

Bengtsson said about the acquisition:

“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.”

Colombia is the first Latin American country to set up a European-style licensing system, giving it a progressive boost of regulations over the last few years. According to the industry analysts, there is strong growth potential within the regulated iGaming market in the region, meaning that other operators will probably launch in 2021.

Source:

“Aspire Global’s Btobet Signs Platform and Sportsbook Deal with William Hill in Colombia”, aspireglobal.com, December 28th, 2020.

“William Hill PLC acquires majority stake in Alfabet S.A.S.”, williamhillplc.com, December 27th, 2020.