William Hill bullish on multi-state strategy

William Hill
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William Hill’s CEO Philip Bowcock has said the firm has already invested “mid-to- high single-digit” millions of dollars in a multi-state operational strategy across the US.

Having recently secured the rights to operate the sportsbooks for Monmouth Park and Ocean Casino in Atlantic City, the British bookmaker could be taking bets in early June.

In an earnings call Bowcock said Mississippi and West Virginia would be the next states to open – potentially reaching a dozen within three years.

“It’s quite difficult to understand how quickly they’d go,” said Bowcock, adding “how they regulate” could be more interesting.

New Jersey for example, will likely go with “a full remote registration-type scenario”, which will “clearly necessitate quite significant marketing costs. Whereas Mississippi everybody believes will be purely retail-based and will not have any mobile at all.”

Bowcock said considerable time and money was going into both marketing and technology strategy on a multi-state level.

“Each state is like a different country so it’s going to have almost its own technology. Because the regulations will be different in each state,
we’ll likely have to have a call center in each state as well for customer
services.

In terms of branding he said the team were looking at “the most appropriate brand for each state.”


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