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Caesars launches new sportsbook app following William Hill acquisition


Caesars Entertainment has launched its new Caesars Sportsbook app, following its acquisition of William Hill earlier this year.

The app, which uses the Liberty platform acquired in the William Hill deal, is already live in eight states: Colorado, Indiana, Iowa, Michigan, New Jersey, Tennessee, Virginia, and West Virginia. Caesars said it also plans to launch the app in Arizona, Maryland, and Louisiana when these markets go live.

“Caesars Sportsbook puts the bettor at the center of everything,” Eric Hession, co-president of Caesars Digital, said. “We understand that we need to be nimble, we need to give bettors what they want in terms of depth of odds and breadth of sports, and we need to make our app easy and fun to navigate. 

“But beyond that, we want to treat every Caesars Sportsbook player like a Caesar. And that means generous offers and a way to earn through Caesars Rewards.”

In the three territories in which Caesars offers online betting that require in-person registration – Illinois, Nevada, and Washington DC – bettors will instead have access to an upgraded version of the Caesars Sportsbook by William Hill app.

“Sports bettors deserve a sports betting experience that treats them like royalty,” Chris Holdren, co-president of Caesars Digital, said. “In our world, everyone’s an emperor, and the Caesars Sportsbook app delivers an experience worthy of them. 

“We invite people to play with us online, stay with us at our resorts and experience their favorite sports in new ways through our unparalleled partnerships.”

It will be promoted with a “multi-million dollar comprehensive marketing campaign” and will integrate mobile betting with the Caesars Rewards loyalty program, allowing players to earn rewards at Caesars’ casinos by betting. This marketing campaign will see actor and comedian JB Smoove playing Caesar.

“We are excited to launch our new comprehensive marketing campaign for Caesars Sportsbook,” Caesars chief executive Tom Reeg said. “The rebranded and upgraded offerings for our Caesars Sportsbook will provide customized offers, flexible limits, a wide range of betting lines and an intuitive user experience. 

“Caesars Sportsbook also brings players into an empire of play where, win or lose, every wager gives them more through our award-winning Caesars Rewards.”

Caesars acquired William Hill in April of this year after the two operators’ boards agreed the deal in September 2020.

Caesars saw off a rival bid from Apollo Global, as well as a legal challenge from investment management fund HBK Investments, which had delayed the deal going from through on 1 April as initially planned.

Under the deal, Caesars agreed to pay £2.9bn (€3.35bn/$4.04bn) to take ownership of the business, purchasing William Hill’s 1.08bn shares for £2.72 apiece.

At the time, Caesars stated that the target of the acquisition was William Hill’s US betting business and technology, with the remainder of the operator’s assets, including its UK arm, now set to be sold.