The UK based bookmaker William Hill Plc is looking to merge its US sports betting business with the Caesars online casino operations. Meaning, we could expect a possible combination of William Hills sports betting and Caesars online gaming on one platform.
According to the Caesars, the combination of sports and online gaming operations of the two could value around $7 billion and could generate $600 – $700 million in revenue next year.
Caesars and William Hill may merge iGaming operations
Earlier this week, William Hill completed the acquisition of CG Technology for accessing premium resorts on the Las Vegas Strip. This deal gave access to William Hill for opening sports betting at the Cosmopolitan of Las Vegas, the Silverton, the Palazzo, and the Venetian.
Caesars already owns 20% of William Hill operations in the US under a deal cut two years with Eldorado Resorts Inc. Not to mention, Eldorado Resorts took over Caesars, and William Hill is exclusively running Eldorado’s sportsbook since 2018. Since then, William Hill anticipated the casino operator would acquire its rival.
Now, the sports betting operator shifted its focus to merging its US sports betting business with the online casino operations of Caesars Entertainment. Joe Asher, CEO of William Hill U.S., confirmed this news.
“There’s a lot of opportunity in there, and we think that we’ve got some really powerful assets in this space. So, obviously it’s an ongoing subject of discussion,” Asher said.
The integration possibly provides a competitive challenge to industry leader DraftKings, which is currently valued at $13.5 billion.
Thomas Reeg, Caesars CEO said: “William Hill is our partner solely on sports betting. You’d be gathering all our/your mobile assets, both sports and online. That would be ideal.”
William Hill Operations in the US
With decades of experience in the UK and Nevada, William Hill introduced a physical sportsbook at Monmouth Park Racetrack, Ocean Resort Casino, and Tropicana Atlantic City. At the present time, William Hill is one of the leading sports betting operators in the US. It has 155 retail locations in 13 states including Nevada, New Jersey, Delaware, Iowa, Pennsylvania, and West Virginia.
Furthermore, about 15 additional locations should be added in the coming weeks, which brings the total to 170. The new locations include the Harrah’s in Atlantic City, New Jersey, and the Horseshoe in Council Bluffs, Iowa.
In Nevada, William Hill operates 124 race and sportsbook locations along with the leading mobile sports betting app. William Hill is a licensed sports betting provider in numerous casinos in Mississippi and New Mexico. Also, serves as the exclusive risk manager for the Delaware and Rhode Island sports lotteries.