William Hill Signs Deal with Affinity in Nevada
- 07/11/2012By Maria McCoyGoogleTop online casino operator William Hill has signed a deal with Affinity Gaming LLC to operate their Nevada sports-books. The United Kingdom based company received one of the first online casino games licenses from the Nevada Gaming Commission at the end of June. This marks the company’s first entrance into the U.S. gambling industry.
Affinity Gaming manages eleven casino properties throughout Nevada, including Terrible’s Casino in Las Vegas. The deal gives permission to the top rated online casino games operator to run all the sports-books at Affinity casinos. William Hill will now have a 55% share of the Nevada sports-book market.
The agreement includes a large capital investment from William Hill intended to improve Affinity Gaming’s race and sports books. The ultimate goal is for each of the Nevada sports-betting kiosks controlled by William Hill to be operated under their well-regarded brand.
In the application for a Nevada Gaming License, William Hill withdrew its presence from the Australian gaming market where a law exists on the books that technically makes their operation illegal. No companies have been prosecuted under the law, but the company wanted to ensure that their operations would be viewed in the best positive light to Nevada regulators.
Joe Asher, William Hill U.S. CEO stated, “We have developed strong relationships with the Affinity Gaming team, providing a first-class betting product and collaborating on creative marketing programs, and we look forward to expanding the partnership.”