Caesars relaunches sportsbook app following William Hill acquisition

Caesars Entertainment has announced the launch of its new Caesars Sportsbook app following its acquisition of William Hill earlier this year.

Back in April, Caesars completed its $3.7bn acquisition of William Hill, bringing the UK bookmaker’s US assets under Caesars’ control.

Caesars’ new sportsbook app

On Monday, the US gambling giant announced the relaunch of its Caesars Sportsbook product on William Hill’s Liberty platform. The William Hill platform was acquired by Caesars as part of the acquisition that took place earlier this year.

 Caesars has also integrated the Caesars Rewards program into the relaunched app.

With the relaunch the majority of William Hill-branded sportsbooks are set to be rebranded to Caesars Sportsbook, however, there will be some exceptions.

In states that require in-person registration such as Nevada, Illinois, and Washington DC, the app will be renamed Caesars Sportsbook by William Hill.

According to the announcement, the relaunch will combine Caesars’ new and existing sports betting assets under a single brand and app.

Eric Hession, Co-President of Caesars Digital said: “Caesars Sportsbook puts the bettor at the center of everything.

“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.”

Tom Reeg, CEO of Caesars Entertainment said: “We are excited to launch our new comprehensive marketing campaign for Caesars Sportsbook. 

“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.”

As outlined in the announcement, the new app will be prompted with a “multi-million dollar comprehensive marketing campaign” featuring actor and comedian JB Smoove playing Caesar.

Where will the app be available?

At the time of writing, the new Caesars Sportsbook app is live in eight states.

These states include Colorado, Indiana, Iowa, Michigan, New Jersey, Tennessee, Virginia, and West Virginia. 

Pending regulatory approval, Caesars also plans to launch its new sportsbook app in Arizona, Maryland, and Louisiana.

Sports betting in Arizona is expected to go live by 9 September 2021 while Maryland and Louisiana’s betting markets could go live before the end of the year.

Caesars acquisition of William Hill

In September 2020, William Hill revealed it had accepted Caesars Entertainment’s purchase offer.

Caesars made the offer after Eldorado Resorts completed its $17.3bn reverse-merger deal of the US company in July 2020. This deal put 55 casinos under Eldorado’s control and saw it rebranded as Caesars.

The deal saw Caesars acquire each of William Hill’s 1.08bn shares at £2.72 apiece. The deal closed in late April and saw Caesars take complete control of William Hill.

Caesars’ main target of the acquisition was William Hill US sports betting assets. From the moment the deal was confirmed, Caesars maintained it would auction off William Hill’s UK and European assets.

Caesars kicked off the bidding contest for William Hill’s non-US assets in early May.  

Apollo Global Management, the Israeli Shaked business family, Betfred owner Fred Done and Kindred Group are among those hoping to acquire the UK and European sports betting assets.

In recent months, Advent International and the Irish sportsbook operator BoyleSports have also signaled an interest in bidding for the assets.