Caesars Entertainment

Caesars Entertainment has completed its acquisition of the British bookmakers William Hill as it expands its sports betting and online gambling business.

The casino giant Caesars Entertainment has completed its $4bn acquisition of the British bookmaker William Hill.

The US casino operator announced its acquisition of the bookmaker last year as it aims to grow further in sports betting and online gambling.

Through the Caesars-William Hill merger, the companies are currently operating sports betting in 18 jurisdictions in the US, including mobile sports betting in 13, the highest presence in the industry.

Caesars expects to be operational in 20 US jurisdictions by the end of 2021.

The company will provide a single-wallet offering of sports betting and online gaming products across the firm in the future.

Through the acquisition, William Hill customers will also be able to access Caesars’ loyalty programme, including the ability to earn tier status that can be used at all of the company’s land-based and online properties.

Caesars’ plans include selling off William Hill’s retail betting businesses in the UK.

Founded in 1934, William Hill currently employs around 14,000 staff and operates over 1,500 betting shops in the UK. Several bookmakers have already shown interest in buying William Hill’s betting shops.

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