William Hill US has expanded its footprint in the state of Iowa by opening new sports betting facilities at two Caesars Entertainment properties in Council Bluffs.
This has seen a full service sportsbook launched at the Horseshoe, featuring five ticket windows and four self-service kiosks, while two self-service kiosks will go live at the Harrah’s property in the city.
Consumers in Iowa can visit either retail location to place bets or open a mobile betting account, with Iowa restricted to in-person registration for new customers.
William Hill will operate the new retail services through its wider partnership with Caesars Entertainment.
In July, Eldorado Resorts acquired the legacy Caesars Entertainment Corporation business in a reverse merger deal worth $17.3bn, which saw an existing sports betting deal between William Hill and Eldorado extended to Caesars properties.
Agreed in September 2018, the arrangement saw William Hill become Eldorado’s exclusive partner to provide digital and land-based sports betting, as well as online gambling.
Last month, Caesars then stuck an agreement worth £2.9bn (€3.21bn/$3.69bn) to acquire William Hill.
William Hill, which operates over 160 sports betting locations across the US, has been active in Iowa since its regulated market opened last year.
The existing deal with Eldorado has seen it provide land-based and mobile sports betting services to the operator’s Isle Casino Hotel Bettendorf and Isle Casino Hotel Waterloo in the state.
William Hill is also the official sportsbook operator for the Prairie Meadows Racetrack & Casino.
The Iowa launches come after William Hill last week also expanded its presence in Pennsylvania by opening a new retail sportsbook at Harrah’s Philadelphia in Chester County, thanks to its partnership with Caesars.
The full-service sportsbook will offer six ticket windows, 16 self-service betting kiosks and a wagering menu with in-play betting.