Caesars Sportsbook Acquires William Hill Sportsbook USA

Written by: Mike Lukas
Updated October 14, 2022
3 min read
Caesars Sportsbook App New
  • Caesars Acquires William Hill in April, Uses its Liberty platform for Sports Betting App
  • Caesars Sportsbook App Now Live in Eight States with Plans for Three More
  • Marketing Campaign Features JB Smoove, Caesars Confirms Superdome Sponsorship

Caesars Sportsbook Acquires William Hill in April, Uses its Liberty platform for Sports Betting App

In April, Caesars Entertainment spent $3.7 billion to acquire William Hill, a global online gambling company, and now the hotel and casino titan has launched its Caesars Sportsbook App using Hill’s Liberty platform lauded for its ease of use.

That access to Hill’s technological capabilities is one of the primary reasons Caesars was interested in taking ownership of the London-based company, their long-term goal to create sports betting brand that gives online users a stress-free wagering experience.

As Chris Holdren, the co-president of Caesars Digital told the media:

Sports bettors deserve a sports betting experience that treats them like royalty. In our world, everyone’s an emperor, and the Caesars Sportsbook app delivers an experience worthy of them.

Right now with legal sports betting gradually making its way across the United States, there are limited markets that the new Caesars app can target.

Caesars Sportsbook App Now Live in Eight States with Plans for Three More

Caesars’ goal, of course, is to dominate the growing (and relatively new) legal US sports gambling market, but for right now the company must stick to the states that already have their operations up and running.

For now, this includes these eight states: Colorado, Indiana, Iowa, Michigan, New Jersey, Tennessee, Virginia, and West Virginia, with Caesars making plans to also include Arizona, Maryland, and Louisiana once those states finish launching their own sports betting endeavors.

The hope is to give internet sports bettors the same high-level treatment and experience they have become used to from Caesars’ in-person and online casinos, and now their gambling doors are open even wider, as Eric Hession, another co-president of Caesars Digital, has said:

We invite people to play with us online, stay with us at our resorts and experience their favorite sports in new ways through our unparalleled partnerships.

Marketing Campaign Features JB Smoove, Caesars Confirms Superdome Sponsorship

To get the word out on this new betting app, Caesars is launching a nationwide marketing campaign that features actor-comedian JB Smoove best known for his hilarious role as Leon on Larry David’s HBO hit Curb Your Enthusiasm.

Another smart marketing move made by Caesars is integrating their loyalty program Caesars Rewards into the new sportsbook app giving bettors lots of chances to qualify for extra goodies as they place wagers on their favorite sports teams.

In yet another attempt to create the type of “future sports partnerships that will drive long-term growth” that Caesars’ chief executive Tom Reeg has referred to, the company also announced that they are moving forward with plans to sponsor the Superdome in Louisiana for the next two decades.

The Caesars brand is slowly multiplying its tentacles and widening its already firm grasp on the US gaming market not only by making bold acquisitions but also by putting its retail and online customers on the same grand pedestal on which once only emperors could stand.

We want to treat every Caesars Sportsbook player like a Caesar. And that means generous offers and a way to earn through Caesars Rewards.

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Mike Lukas

Sports Betting & Gambling Industry Analyst

Gambling News
Betting Picks
Mike Lukas is a retired standup comedian turned freelance writer now living in Dallas, Texas, originally from Cleveland, Ohio. His love for the game of football and all things Cleveland Browns turned Mike into a pro blogger years ago. Now Mike enjoys writing about all thirty-two NFL teams, hoping to help football gamblers gain a slight edge in their pursuit of the perfect wager.
Nationality: American
Education: N/A
Favourite Sportsbook: bet365 Sportsbook
Favourite Casino: Caesars Palace Casino
23 years
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