William Hill US was created in 2012 by merging three small sports book operators under the William Hill brand.
The legal sports betting marketplace in the US has been transformed since the Professional and Amateur Sports Protection Act was overturned in May 2018. Since then, William Hill US has put in place the building blocks to grow a market-leading nationwide business of scale.
The US is expected to be one of the largest sports betting and iCasino markets, with addressable market size forecasts ranging up to US$30bn to US$35bn1. To succeed, a market-leading operator requires a strong brand and media presence, extensive market access, best-in-class technology platform and product and a world-class team.
Through the growth of our team and our partnership model we have secured these capabilities and we are optimally positioned to ensure we participate in the rapid growth of this new market.
The hiatus in sport in 2020 enabled us to accelerate the development of our proprietary and bespoke technology platform, Liberty, as we move to converge all states and products onto a single solution. We launched our new iCasino product in New Jersey in August and our retail kiosks and ePOS were integrated onto Liberty. As new states legislate, we now have the flexibility to launch retail and mobile rapidly and we will continue to build out our leading platform and product as the market develops.
1. Caesars Entertainment, Inc. scheme document