William Hill US generated 2% of Group net revenues in 2015 and employs around 400 people, mainly in casino-based sports books in Nevada.

What we do

William Hill US was created in June 2012 through the acquisition of three small sports book operators in Nevada, American Wagering, Inc., Brandywine Bookmaking LLC and the Cal Neva racing and sports book assets.

Building the leading Nevada business

Nevada is one of only four states allowed to licence land-based sports betting in the US and is the only one that currently operates an open commercial market. Sports books can only be operated inside casinos, though customers using mobile accounts can deposit via kiosks provided in casino and bar locations. While the major casinos operating on the Las Vegas Strip tend to manage their own sports books, the majority of the other casinos outsource this specialist capability. William Hill is now the preferred outsource supplier as we operate 103 of the 187 sports books in Nevada.

We have successfully grown William Hill US by bringing the customer a better experience – expanding our product range, including in-play betting, developing the mobile app and redeveloping the sports books which are now branded as William Hill.

We are also the exclusive risk manager for the State of Delaware’s sports lottery.

Creating optionality

There continues to be a lot of discussion in the US about the potential for overturning the federal ban on land-based sports betting and for licensing online gaming in other states. While it is unclear how such changes may evolve, we want to ensure William Hill is well positioned to take advantage of emerging opportunities.

Through our Nevada operations, we are building brand awareness of William Hill and increasing recognition of our strengths in sports betting. The Company and individual licences awarded by the Nevada Gaming Commission bring increased trust, given the high level of probity checks required to achieve those licences. We are also investing in relevant opportunities, such working with Monmouth Park racetrack in New Jersey to create William Hill sports bar that could be converted into a sports book should the law permit it.

In 2015 we became a member of the American Gaming Association (AGA) and are working with them on routes to challenge the federal ban.