- William Hill has expanded their presence in the red hot Colorado sports betting market with mobile betting.
- William Hill betting kiosks are now located at the Isle Casino and Lady Luck Casino in Black Hawk.
- Eventually, William Hill is expected to launch a retail presence at their partner casinos in Colorado.
September has already been an eventful month for William Hill US. Nevada’s largest bookmaking company got even larger as they took over several sportsbooks previously operated by CG Technology. As a result, they now operate the sportsbook at the Cosmopolitan, the Venetian and the Silverton. Two properties that were part of the deal remain closed–The Palms and the Tropicana Las Vegas. The Tropicana is scheduled to reopen on September 17 but there are no plans to reopen The Palms anytime soon. In fact, the future of the Palms–now owned by Stations Casinos–is clouded with uncertainty. William Hill is also in the process of taking over sportsbooks at Caesars Entertainment properties as part of their deal with the company’s new owner, Eldorado Resorts.
William Hill is also in the process of expanding their footprint nationwide. They recently signed a content partnership deal with CBS and are ‘the official sports betting partner’ for all CBS Sports platforms. They’ve recently launched mobile and online betting in West Virginia. More significantly, they’ve launched their mobile betting platform in the country’s hottest sports betting market–Colorado. The William Hill app went live in Colorado last Tuesday and can be downloaded from the Apple App Store for iOS as well as the company website.
When William Hill launched their betting kiosks in Colorado in late July the press release indicated that their mobile app would launch ‘later this year’. In actuality, it took just six weeks for it to go live. The company has six betting kiosks in two Black Hawk casinos–the Isle Casino Hotel and Lady Luck Casino. Both properties are owned by Caesars Entertainment, Inc. and formerly by Eldorado Resorts. The two companies completed their $8.58 billion merger earlier this year and the combined enterprise will operate under the Caesars name. William Hill is eventually expected to operate retail sportsbooks at both Colorado properties but that has been put on the back burner by the COVID-19 pandemic.
Colorado is mounting a challenge to become the epicenter of US sports betting. With the recent additions of mobile platforms from William Hill and another UK based betting company, Betfred Sports, there are now 13 betting apps regulated by the state’s Division of Gaming. The tribal run Sky Ute Casino also offers a sports betting app in the state for a total of 14 different mobile sportsbook options in Colorado. There are also eight retail sportsbooks in operation at Colorado casinos though that component of the industry got off to a slow start due to the pandemic and related closures. There are many more companies already licensed and on their way both at the retail and mobile level.
