William Hill And Its US Bookmaking Adventure

Employing 16,600 people worldwide and with an annual profit of £156 million ($253 million) in 2010, William Hill is one of Europes biggest online gambling companies.
The UK based bookmaker also has an online operation which includes casinos, bingo, poker and sports betting, which adds to its presence in the European and overseas market.
However, traditionally William Hill had no designs on the US sports wagering business until recently when it made its first move into the lucrative US market.
William Hill then announced the $40 million combined purchase of American Wagering and also Cal Neva Sportsbook Division, both of which have strong positions in Nevada.
American Wagering is the longest-running sportsbook in Nevada, while Cal Neva Sportsbook Division is a casino and hotel business which operates 31 sportsbooks throughout the state.
A month later, William Hill then announced the £8.6 million ($14.25m) purchase of Brandywine Bookmaking, which operates 16 sportsbooks in Nevada.
In 2010, Nevada sports books took in $151.1 million in gross gaming revenue, or 5.5% of the $2.7 billion wagered that year in the state. William Hill will now be hoping to soon acquire a share of the spoils, although all their deals are subject to being granted a licence from Nevada gaming authorities.
Commenting on the company’s overall vision in the US, CEO Ralph Topping stated:
“It’s the right time to establish yourself in the States. It’s a country getting to grips with its regulation. It will take time but you need a position here.”
Despite the sluggish state of Nevada’s casinos, sports wagering in Nevada continues to grow and William Hill’s move reflects the growing potential they place on the industry.
Moreover, William Hill will also be anticipating a quick entry into the US online gambling market should the much talked about legalization takes place.
Now looking forward to a fruitful time ahead in the US, Topping added:
“We are an extremely reputable business. We have been in business for 76 years. I think once (Nevada) regulators..understand what William Hill does they’ll be satisfied with our company.”