Slots, casino tables and card games we have it all at William Hill Casino. To take a look at our range of online casino games, simply search by category. This makes it easy if you know which William Hill games you like to play. You can choose from slots, new releases or even our most popular releases. Operating under their Tropicana Casino Atlantic City license, the William Hill online casino is undergoing a testing phase in New Jersey. Significantly, it is possible to use the same bankroll and access both the William Hill sportsbook and online casino through a single platform just like DraftKings and others have done previously in New Jersey.
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Speculation that William Hill and Caesars Entertainment might be working on a joint venture for online casino has lit up the gambling and investment media.
The two companies already have a tight-knit relationship when it comes to sports betting. At the moment, however, they conduct their business separately for other verticals. Caesars Online Casino currently operates in New Jersey and Pennsylvania. William Hill isn't yet active in the casino space in the US, but announced in May that it plans to launch a casino product in New Jersey before the year is out.
The possibility of a collaboration between them in the casino space was first raised in a piece at Bloomberg. Speaking with the outlet in July, Caesars CEO Tom Reeg had described the possibility of merging the two companies' mobile assets as 'ideal.' In a subsequent interview, William Hill US CEO Joe Asher apparently confirmed that it was an 'ongoing subject of discussion.'
There's some ambiguity in what Asher meant, however. Furthermore, if such talks are underway, they must be in an early stage. Before the companies could actually form a joint venture like this, they would need to make a formal announcement through the Regulatory News Service. Since no such announcement has appeared, we can assume that any discussions currently underway are still quite abstract.
Consolidation is the name of the game
While the deal isn't anywhere close to official yet, it wouldn't be very surprising. It would be consistent both with the two companies' history and with the overall industry trend during this period of gambling expansion in the US.
Since the repeal of PASPA and the ensuing boom of sports betting and gambling expansion more generally in the US, the trend has been towards consolidation. As time goes on, the number of truly separate competitors has been decreasing, as more and more brands unite under a shared roof. There are a few reasons for this, but operational efficiency, marketing power and cross-selling are the big ones.
The tie-up between Flutter and The Stars Group has been the highest-profile such deal so far, but numerous other examples exist. It's rare at the moment that more than a few months pass between such announcements.
Caesars has already begun that process. It was acquired in July by its former rival in the land-based casino space, Eldorado Resorts, which took on its name in the process. As part of that deal, Eldorado also received a 20% stake in William Hill, which in turn took over sportsbook operations at both companies' properties.
Roar Digital is a proof-of-concept for other online joint ventures
If William Hill and Caesars did end up engaging in a 50/50 collaboration for online casino, they wouldn't be the first. We already have a blueprint for what that might look like in Roar Digital.
Roar is a joint venture established by MGM Resorts International and GVC Holdings. Roar manages all of those companies' online products in the US. That includes the new, national BetMGM brand, but also local brands like Borgata and the operations of GVC's international Party Casino brand within the US.
That collaboration has worked out very well in New Jersey. Roar Digital is the second highest-grossing licensee in the state, after Golden Nugget, and BetMGM is, by some estimates, the market leader among individual brands. It has been slower than most competitors in expanding into new states, but has strong growth potential due to the well-known MGM brand. Investment firm IAC recently placed a big bet on MGM with that exact reasoning.
For MGM and GVC, teaming up made perfect sense. MGM is very well positioned in the US brick-and-mortar casino space, but had no prior online presence. Conversely, GVC's business is primarily online and more in the casino space than sports betting. However, it had only a minimal US presence and little brand power. The two therefore make up for each others' shortfalls.
Teaming up is a more complex proposition for William Hill and Caesars
The same dynamic exists with William Hill and Caesars, though not to the same extent. Caesars is in a similar position to MGM. However, William Hill is historically an operator of retail betting shops, not an online casino company. It is pivoting towards online and towards gaming products, but this is an ongoing process. 2019 was the first year in which its online revenue equaled that from retail, and that it reached a similarly even split between gaming and sports.
The question of branding is also more complicated. GVC is not a customer-facing brand itself and none of the smaller brands it comprises have a lot of recognition in the US, except for partypoker. Having the joint venture use MGM's brand for both sports and casino made sense.
Caesars and William Hill would have a harder time in that regard. They could continue using Caesars' brand for casino products and William Hill's for sports, but that mismatch somewhat undermines the point of a joint venture. On the other, each company has already invested resources in marketing their brand, so uniting under just one brand or creating a new one would mean such efforts have been wasted.
Such complexities are likely part of the reason that the companies haven't announced any firm plans yet. It does seem it would be mutually beneficial. However, it's not as obvious a decision as it was for MGM and GVC, and there are more practical details to iron out first.
- The William Hill New Jersey sportsbook app has now launched online casino games for customers to enjoy.
- The sportsbook has now joined the growing NJ online casino market that just had its record monthly revenue numbers with $87.7 million made in August.
- This launch also comes after an announcement that Caesars Entertainment will be buying William Hill for $3.7 billion.
ATLANTIC CITY, N.J. - The New Jersey William Hill sportsbook app has recently added online casino games to the platform and is now a part of the large online casino gaming market in NJ.
The sportsbook did not make an official announcement or statement about the launch and only existing users of the app would have noticed by the banner ad that reads 'William Hill Casino Is Now Live!' on app home screen.
The launch is only of a few games including Blackjack, American Roulette, Casino Hold'em Poker, European Roulette that are available on the app.
There are some popular progressive slots that are available when you use the desktop version of the William Hill platform such as Mercy of Gods, Divine Fortune, and Starburst.
If you want to enjoy the casino games, you can use the shared wallet feature that allows you to share the wallets and apps with sportsbooks and this is a very common feature for many online gambling apps especially in New Jersey.
Joining the NJ online casino market was inevitable for the company because of how successful online gaming is in the state. August was the fourth-straight month that online casino revenue was over $80 million hitting the all-time high of $87.7 million.
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The impressive productivity of New Jersey's online casinos along with William Hill's already established sport betting customers is a perfect combination for success.
The launch of the casino games on the platform came the same week that it was announced Caesars Entertainment will be buying William Hill for $3.7 billion.
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William Hill has already operated the land-based sportsbook at three Caesars Entertainment casinos in Atlantic City and the translation between the two companies is set to close in the second half of 2021.