William Hill chose BtoBet, owned by Aspire Global, to fuel its expansion in Latin America after it acquired a majority stake in a licensed online gambling business in Colombia to indicate strong interest in the country’s iGaming space. and the region.
News emerged on Monday that Aspire Global and William Hill have signed a long-term agreement that will see the British bookmaker use BtoBet’s sports betting technology as it seeks to expand in Colombia.
Under the terms of the agreement, BtoBet will provide its new partner with its solution and player account management (PAM), as well as its innovative sports betting solution.
This recent partnership strengthens BtoBet’s position in Latin America and specifically in the Colombian regulated market for online gaming and sports betting. William Hill is the last major operator that the sports betting technology provider in Colombia will work with.
Aspire Global, a leading provider of iGaming solutions, announced that would acquire BtoBet in a € 20 million deal in September. The company said the acquisition of the sports betting software specialist would help it establish itself in the competitive field of B2B betting.
BtoBet works with more than 30 active operators in Europe, Africa and Latin America, with a particular focus on the last two regions. The sports betting provider’s experience in Latin America played a key role in Aspire’s decision to acquire it.
Always looking for the best localized solutions
As mentioned above, news of William Hill’s partnership with BtoBet emerged shortly after the operator announced that it had bought a majority stake in the Colombian-licensed operator Alfabet SAS, which runs the sports betting and online gaming brand. of BetAlfa.
The agreement allows William Hill to expand into the regulated Colombian market and makes Colombia the ninth regulated territory where the British online gambling giant is active.
Commenting on their partnership with BtoBet, William Hill CEO Ulrik Bengtsson said they are delighted with the opportunity this partnership will provide to bring a “superior gaming experience” to their Colombian customers. Mr. Bengtsson added that his company is always looking for the “Best localized solutions” and BtoBet is well located in Colombia.
Aspire Global CEO Tsachi Maimon said this new agreement “demonstrates the strength of our offer and our services and paves the way for us to further expand in regulated markets around the world. ”
Mr. Maimon further explained that their partnership with William Hill demonstrates their ability to attract top tier online gambling companies and that they are in a position to compete for any deal in any market.
Colombia has attracted a lot of interest from international online gambling companies. In 2016, the country became the first in the Latin American region to rearrange your play space online in a way that allows interested operators to obtain licenses from the local regulator, Coljuegos, and operate in a regulated environment.