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Interactive


BETTING ON SPORTS AMERICA DIGITAL - DECEMBER 1-2, 2020 WILLIAM HILL US


William Hill’s partnership with CBS Sports has seen product integrations across the latter’s digital platforms, including odds attribution, new free-to-play games, fantasy game enhancements, interactive betting markets within scoreboards and editorial. Significantly, William Hill has exclusive rights to promote its brand across CBS Sports’ broad range of digital platforms, including through CBS Sports Fantasy, one of the largest fantasy platforms in the world.


“Ultimately, we have to continue to enhance our product offering,” explains Joe. “Over time, I think the product becomes more important in the US space and we have a big focus on expanding it. We have made the decision to try to control as much of our technology as possible because we think over time that is a real competitive benefit. Obviously, it comes at great cost, but we are big believers that having control over technology is going to win. Tose are among the things the folks at our digital business are thinking about these days.”


LAS VEGAS STRIP At the beginning of September, William Hill US


announced the acquisition of CG Technology (formerly Cantor Gaming), meaning the operator now operates four additional sports books and expanded its footprint on the Las Vegas Strip. William Hill branded sports books are now open at Te Venetian Resort, Te Palazzo Resort, Te Cosmopolitan, and Silverton. New offerings include self-service kiosks, an expanded wagering menu featuring LIVE InPlay Wagering on the app and over the counter, and rewards club offers.


“Next is probably Michigan when that goes online.


“Next is probably Michigan when that goes online. Progression thereafter? One would expect Tennessee and Virginia. We want to launch a mobile product in DC, but this is a little more complex as the mobile offering has to be limited to a two or three block radius of the Capital One Arena under local regulations. Te digital team is really hard at work. Amongst the key things for us have been the deal with CBS Sports and, more recently, the Caesars- ESPN deal. Tis has given us a good pool of potential customers that we can try to solicit and convert into customers.”


Te multi-year deal between Caesars Entertainment and ESPN was announced shortly after William Hill became the exclusive sports betting partner for Caesars following the merger with Eldorado Resorts. Te co-exclusive agreement signed by the operator’s recent


Progression thereafter? One would expect Tennessee and Virginia. We want to launch a mobile product in DC, but this is a little more complex as the mobile offering has to be


limited to a two or three block radius of the Capital One


Arena under local regulations. The digital team is really hard at work.”


partner means that link integrations to William Hill’s sports betting apps, geo-targeted to legalised sports betting states, will appear on ESPN’s websites and the ESPN Fantasy app. Caesars Sportsbook by William Hill will also become a sponsor of ESPN’s Fantasy products.


Given William Hill already operates well over 100 race and sports books in Nevada, how significant is the acquisition of CG Technology in further solidifying its dominant position in Nevada?


“It’s interesting as we had the leading market share even before the Eldorado-Caesars merger that enabled us to operate all Caesars sportsbooks on the Las Vegas Strip – including Caesars Palace, Flamingo and Bally’s. Planet Hollywood has also just reopened alongside Te LINQ and Harrah’s. Alongside these properties, we now have the Venetian and Cosmopolitan on the Strip. Crucially, whilst we have a big market share in the state, we didn’t have much of a presence on the Las Vegas Strip.


“Our locations were typically off-Strip or downtown in smaller properties, as well as outside Las Vegas in places like Reno and Carson City. Te purpose of the Caesars and Cantor deal was to really expand our presence on the Las Vegas Strip. It has long been a very competitive market with quality operators but for us to finally get a presence on the Strip in such landmark properties as Caesars Palace,


NEWSWIRE / INTERACTIVE / MARKET DATA P109


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