William Hill US already has operations in Nevada, Delaware, Iowa and New Jersey and is set to take advantage of opportunities in further states as they regulate sports betting.
Growing the Nevada Business
William Hill is the leading sports betting operator in the United States with a presence in Nevada, until recently the only state to offer an open market in sports betting. Since 2012, when it merged three businesses to form William Hill US, we have grown to achieve a market share of around 30% and we now have sports books in 107 of the 190 casinos as well as offering betting via a mobile app. We continue to focus on expanding our product range including in-play opportunities, developing the mobile app and redeveloping the sports books, which are all branded William Hill.
Securing Opportunities as States Regulate Sports Betting
Following the PASPA ruling in May 2018, Delaware became the first state to take advantage of the ruling. While they were one of the few states to offer a sports betting product under PASPA, they only offered accumulator betting and in June 2018 began offering a full sports betting service via the state lottery, which continues to be supported by William Hill as its exclusive risk manager.
Rapidly following is New Jersey, the state that successfully challenged PASPA and where William Hill has a sports book at Monmouth Park. The facility, which was established following an agreement back in 2013 begins taking the first legal sports bets in the state on the morning of 14 June. Later that month, William Hill plans to open a sports book in the Ocean Resort Casino in Atlantic City, bringing sports betting to the resort in southern New Jersey with a 7,500 square foot sports book in the heart of Ocean’s gaming floor, and later this year will extend its service to offer betting via a mobile app.
William Hill is in further discussions with a number of operators in various states in the US about partnership opportunities. As the leading operator in Nevada where it operates in various locations partnering with different companies, William Hill is well placed to be an early mover. It has strong appeal as an experienced and tried-and-tested operator, with a brand experience that is popular with customers.
A number of further states – including New York, Rhode Island, California, Massachusetts and Michigan – have sports betting legislation pending and are likely to regulate this year, and even more states are likely to regulate in the following two years. Each state will regulate differently, with the basic models being the State Lottery model (Delaware), a retail-based model with deposits and registration in person but in some cases allowing sports betting via mobile app, and finally an open mobile registration and deposit method. William Hill has experience operating business-to-consumer, business-to-business and business-to-government models in the US, so we are well placed to work with a variety of locations and partners to deliver sports betting growth in the US in coming years.