William Hill Brings Betting Kiosks To CO Casinos, Signals Intention To Offer Online Wagering

Posted on July 27, 2020 - Last Updated on July 31, 2020

National sportsbook brands continue to rush to Colorado, almost like a tribute to the 19th-century gold rush. William Hill is the latest sportsbook operator to break into CO with its new betting kiosks.

That isn’t the total of William Hill’s plans in CO, however. Later this year, the online sportsbook may become another option for bettors in the Centennial State.

William Hill betting kiosks in Black Hawk

On Friday, six betting kiosks at the Isle Casino Hotel and the Lady Luck Casino in Black Hawk began accepting wagers. Right now, markets are standard to the William Hill platform, which also operates in Nevada.

William Hill states that in the future, however, the kiosks will feature localized markets. But the ultimate end of the sportsbook’s agenda in CO remains tentative.

To date, William Hill is still awaiting licensure for online wagering from the state. When that happens, the sportsbook plans to offer online and mobile wagering in Colorado.

William Hill is targeting the NFL season — a tentative situation in and of itself — for its online launch in CO. That signals even more growth for the brand nationwide.

William Hill’s role in the largest gambling company in the country

In 2018, William Hill made a deal with Eldorado Resorts, becoming the sportsbook operator for its gaming properties. Last week, Eldorado completed its acquisition of Caesars Entertainment, after New Jersey regulators gave the final approval.

When that transaction happened, the new Caesars instantly became the largest gambling company in the United States. It was also a good day for William Hill.

Although some details remain unclear, it looks like William Hill will have a significant role in the new Caesars. Sports wagering will comprise most of that part.

Aside from the expanded locations where William Hill might take over sports betting operations, the sportsbook will have Caesars’ marketing power on its side. That could help it compete in markets like CO, where gaining a significant market share of the online handle is crucial.

In the first month of wagering, with essentially no North American sports happening, the state did over $25 million in handle.

The best may be yet to come for Colorado sportsbooks, and that should include William Hill. The sooner the online book can get up and running, the better William Hill’s chance to get market share will be.

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Derek Helling

Derek Helling is a freelance journalist who resides in Kansas City, Mo. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.

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