UK-Based Bookmaker William Hill Partnering With Affinity Gaming

Affinity Gaming

Lillie Mcguire
Posted on July 13, 2012 at 12:07pm

An agreement was reached recently between William Hill and Affinity Gaming LLC to run several Nevada based sports book operations. Included in the agreement is Las Vegas based Terrible's Casino and ten other casinos in Nevada. The agreement effectively gives William Hill control over about fifty-five percent of Nevada's sports-book gaming operations. William Hill is a UK-based bookmaking company founded in 1934 which offers over seventy years of experience in premium betting services. Employing over 16,000 people, the company operates worldwide but has its main offices in the UK. William Hill now runs about twenty-five percent of the sports-book gaming market in Ireland and in the UK. The agreement reached with Affinity Gaming is long-term and gives William Hill the opportunity to run sports-book operations at Affinity Gaming casinos.

The acquisition was completed for $55 million and includes the three bookmaking businesses of Club Cal Neva, Brandywine Bookmaking LLC, and American Wagering Inc. Some of the businesses run by Brandywine are already operating in several properties owned by Affinity Gaming. UK-based William Hill had recently been granted a Nevada State gaming license in June of 2012. This is the first deal they have made since receiving that license. The agreement gives William Hill its first experience in the United States gaming market. It also means that William Hill will now effectively control about fifty-five percent of the sports-book operations in Nevada. They are also researching the prospect of becoming involved in potential future gaming in New Jersey.

The U.S. CEO of William Hill, Joe Asher, recently said that the company has developed an excellent relationship with Affinity Gaming. He also said that they are looking forward to offering a first class betting operation in each of the casinos in which operations are to take place. William Hill is also looking into supplying large capital investments in order to improve the race and sports-book operations already owned by Affinity Gaming. All of the Nevada based sports-book operations newly acquired by and run by William Hill are expected to run under the very well-known William Hill brand. William Hill has achieved a stellar reputation over its 76 years in existence and is considered to be one of the leading bookmakers in the gambling world. The improvements made to the Nevada based sports-book operations are expected to substantially increase the value of those operations.


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