Will Hill Partners with Affinity
UK-based bookmaker William Hill has reached an agreement with Affinity Gaming LLC to operate their Nevada sports-books.
Affinity Gaming’s Nevada properties include Terrible’s Casino in Las Vegas and ten other casinos located throughout the state. Will Hill will now control 55% of the Nevada sports-book market.
The long-term agreement permits William Hill to operate the sports-book at each of Affinity Gaming’s casinos. Will Hill confirmed they completed the acquisition of three bookmaking business, Brandywine Bookmaking LLC, American Wagering Inc. and Club Cal Neva, for $55 million. The purchase of Brandywine included its Lucky Race and Sports book-making business which has already been operating at some Affinity properties.
This is the first deal for Will Hill since they received a Nevada gaming license on June 21st. It gives the 76 year old company its first exposure to the U.S. gaming market.
During the vetting process for receiving its Nevada gaming license, Will Hill withdrew from the Australian market where a law technically makes their operation illegal despite no iGaming operators ever having been penalized under the rule. The move was intended to keep its image clean with Nevada regulators.
William Hill U.S. CEO Joe Asher said in a statement, “We have developed strong relationships with the Affinity Gaming team, providing a first-class betting product and collaborating on creative marketing programs, and we look forward to expanding the partnership.”
The deal includes significant capital investments by Will Hill put towards improving Affinity Gaming’s race and sports books. Eventually, each of the Nevada sports-betting kiosks controlled by Will Hill will be operated under their well-known brand.
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