William Hill has picked Aspire Global-owned BtoBet to power its LatAm expansion after it acquired a majority stake in a Colombia-licensed online gambling business to indicate a strong interest in the country’s and the region’s iGaming space.
News emerged Monday that Aspire Global and William Hill have entered into a long-term agreement that will see the British bookmaker utilize BtoBet’s sports betting technology as it looks to expand in Colombia.
Under the terms of the deal, BtoBet will provide its new partner with its player account management (PAM) solution and platform as well as its innovative sportsbook solution.
This recent partnership strengthens BtoBet’s position in Latin America and specifically in the regulated Colombian online gaming and sports betting market. William Hill is the latest major operator the sportsbook technology provider will be working with in Colombia.
Aspire Global, a leading provider of iGaming solutions, announced that it would acquire BtoBet in a €20 million deal in September. The company said that the acquisition of the sports betting software specialist would help it cement itself in the competitive B2B wagering field.
BtoBet works with more than 30 operators that are active in Europe, Africa, and Latin America, with a particular focus on the latter 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 about William Hill’s partnership with BtoBet emerged shortly after the operator announced that it had purchased a majority stake in Colombia-licensed operator Alfabet S.A.S., which runs the BetAlfa online gaming and sports betting brand.
The deal enables William Hill to expand in the regulated Colombian market and makes Colombia the ninth regulated territory where the British gambling giant is active.
Commenting on their partnership with BtoBet, William Hill CEO Ulrik Bengtsson said that they are thrilled by the opportunity this alliance will provide them with to deliver 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 placed in Colombia.
Aspire Global CEO Tsachi Maimon said that this new agreement “demonstrates the strength of our offering and services and paves the way for us to further expand into regulated markets across the world.”
Mr. Maimon further elaborated that their partnership with William Hill proves their ability to attract tier-one gambling companies and that they are in position to compete for any deal in any market.
Colombia has been drawing quite a lot of interest from international gambling companies. In 2016, the country became the first one in the Latin American region to reorganize its online gambling space in a manner that enables interested operators to obtain licenses from the local regulator, Coljuegos, and operate in a regulated environment.
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