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In April 2021, Caesars Entertainment spent $3.7 billion to acquire William Hill, a London-based global online gambling company, the main target being Hill’s US betting business and technology.
Caesars’ chief executive Tom Reeg was excited to announce the move to the media:
We are thrilled to complete the acquisition of William Hill, combining two of the premier operations in the sports betting and iGaming industries under one roof.
That access to Hill’s technological capabilities is one of the primary reasons Caesars was interested in taking ownership of Hill, the long-term goal being to create recognizable sports betting brand that gives online bettors a stress-free wagering experience.
The newly blended Caesars did just that by launching its online sportsbook.
The Caesars Sportsbook App that just went live is using Hill’s Liberty platform to power it, already taking advantage of its newly acquired technology, although the launch was limited to the states that already have their operations up and running.
These states include 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 legal sports betting operations.
To get the word out on this new 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.
All this could be good news for existing William Hill members who get to benefit from the new Caesars connection, with that brand having a wider appeal in the US than William Hill.
For those bettors already a member of William Hill’s platforms, Caesars has not forgotten about you, more proof that its claim to be a customer-first business is true.
In a press release, the company announced plans to give William Hill members access to the company’s industry-leading loyalty program, including “the ability to earn tier status that can be used at all of the Company’s land-based and online properties” and “a single-wallet offering of sports betting and online gaming products.”
Caesars has expressed zero interest in William Hill’s other operations in the UK and Europe and plan to shop them around to the highest bidder, the goal being to focus all their efforts on the lucrative and growing legal sports betting market in the US.
In a statement, Caesars announced that now, combined with William Hill, they operate legal sports betting in 18 jurisdictions in the US, with 13 of those markets offering online sports betting to its bettors, as well.
Apparently, the plan is for Caesars to be operational in 20 US. jurisdictions by the end of 2021, so check back here for all the most recent updates on their ever-widening operation.
Billy “Krackman” Krackomberger has made his living as a professional sports gambler for nearly three decades. You have seen him on ESPN, Gaming Today, and SiriusXM. His connections in the sports gambling industry run all the way to the top. His bets move the lines and regularly have him banned from books for being too sharp. Email: [email protected]More info on Bill Krackomberger
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