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William Hill is a new player in the NJ online casino market with an extremely limited game library.

• William Hill is now part of the NJ online casino market. Operating under the Tropicana AC license, the William Hill online casino platform is going through a testing phase. Call it a very soft launch. The iOS app includes a banner ad announcing the online casino’s arrival: “William Hill Casino is Now Live!”.
• William Hill is operated by WHG (International) Limited a company registered in Gibraltar. William Hill is licensed by the Gambling Commission ( Number: 000-039225 R-319373-009 ) for customers in Great Britain, and licensed by the Gibraltar Government and regulated by the Gibraltar Gambling Commissioner (RGL no. 034 & 042) for all other customers.

Here’s the good news: Live dealer games are coming soon via a partnership with Evolution, a leading provider of Live Casino products.

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Details were announced last week via a press release. The rollout will begin in New Jersey and will be streamed live from Evolution’s Atlantic City studio.

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Johan Nordstrom, chief executive officer, Malta, and chief commercial officer at Evolution, commented on the partnership.

“We are very proud to have been selected by William Hill US. Our Live Casino solutions have been instrumental in helping to make William Hill’s Live Casino a standout offering in regulated European markets. We very much look forward to achieving the same high levels of success for William Hill in the United States,” said Nordstrom.

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New Jersey regulators are familiar with Evolution’s products already. Other online casino operators in the Garden State, like Bet MGM Casino and DraftKings Casino, already offer them. They include:

• Baccarat
• Blackjack
• Lightning roulette
• Poker
• Monopoly Live

Perhaps what Evolution is best known for, however, is the first-person design of its games. When playing baccarat or roulette, for example, the game is set up to make the player feel he/she is in the game instead of merely observing it.

William Hill online casino customers will soon get the same opportunity. The press release does not include a launch timetable.

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For now, users who click on casino tab on the app will notice three slot titles and five table games. Keep in mind, the soft launch took place earlier this month via the Tropicana Atlantic City license.

Adding Evolution to its menu certainly makes William Hill competitive on the table games side. The company will still have some work to do in regard to building out a competitive online slot offering, however.

Everi’s Remote Game Server is a popular option for slots. That might be the direction that William Hill goes next in expanding its offerings.

In the online casino business, market share is a coveted prize. The keys to dominating a market are acquiring customers and keeping players engaged.

That requires a good amount of capital. Soon, William Hill’s casino product should see an influx of that from a source familiar to the brand and gamblers alike.

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William Hill brand in the United States

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Pending regulatory approval, Caesars Entertainment plans to buy William Hill for $3.7 billion. The earliest that the transaction might close would be late next year, however.

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If it does go through and depending on the terms of the sale, that would put the marketing might of Caesars behind William Hill’s online casino. Additionally, it would bring the whole of Caesars’ customer base to the brand.

Integrating online gambling on the William Hill app/website into Caesars Rewards could be another great enticement for players. Until then, however, William Hill isn’t left without any options on how to build its business.

Integrating the casino into one app makes sports bettors a ready-made audience as well. While there’s no guarantee that bettors will take to iGaming at a high rate, any conversion is welcome for William Hill.

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For William Hill, getting a chunk of a market that has recently flirted with $90 million in monthly revenue makes partnering with Evolution a worthwhile investment. The truth is, competing without that solid variety of games would be quite difficult.