Scientific Games and William Hill Extend Partnership to 2024

American provider of gambling products and services Scientific Games Corporation has officially extended partnership with William Hill plc, a bookmaker based in London. The new agreement is valid through 2024, enabling the innovative developer of content and technology to continue the provision of industry leading OpenSports solutions in the UK and Europe.

The relationship with UK’s biggest bookmaker dates back from 2007 and it continuously enhances the player experience, bringing new and sophisticated solutions to the market. Both brands are industry leaders and the extension of their agreement will amplify William Hill’s speed and flexibility, including the capability to utilize proprietary products across other jurisdictions in the European Union.

Source of Competitive Advantage

About the latest arrangement with William Hill has also commented Jordan Levin, group chief executive of the digital division at Scientific Games. Levin said that the bookmaker reaffirmed its commitment and belief in offerings, solutions and experts, which is a good prerequisite for a healthy and long-term partnership.

“By choosing Scientic Games, William Hill is reafrming their commitment and belief in our products, services and team and sending a message that we continue to be a source of competitive advantage for global industry leaders in all regulated markets. We’re really building on one of our strongest relationships. The team at William Hill share an ambition to create next level player experiences and together, across sports and iGaming, we’re making that a reality.”

Ulrik Bengtsson, group chief executive officer for William Hill replied by saying that it is a “pivotal time for sports betting” and iGaming suppliers as well. According to Bengtsson, the provider from Las Vegas, Nevada holds key solutions for growth in the UK and Europe and the company is pleased to continue using its flexible products on a modular basis.

OpenSports is a proven and scalable betting engine with management such as promotions and wallet. The platform’s OpenTrade option is powered by Don Best, offering full risk and liability management, pricing and trading tools. Other components of this system include OpenEngage, a full turnkey frontend across mobile, web and retail as well as OpenAccelerate that helps operators drive revenue and gain market share through experienced daily sportsbook operations.

Scientific Games Corporation also collaborates with Paddy Power BetFair, Ladbrokes Coral, Danske Spil, Caesars Entertainment, Loto-Quebec, New Zealand Racing Board and other globally acclaimed brands.

Live with Betfred in Pennsylvania

At the beginning of February, Mark Stebbings, group COO at Betfred has announced partnership with SG, enabling the provider to deploy full retail and digital sports betting solutions in Pennsylvania. The technology vendor will launch its retail solutions at Wind Creek Casino in Bethlehem in the first half of 2020.

Meanwhile, the supplier has also confirmed a rollout of James Bond 007 branded games with 22 US and international lotteries, including Massachusetts, Maine, Pennsylvania, Israel and Switzerland. Players will have an opportunity to win a cash prize up to $1 million and also participate in a bonus event with a prize pool of $100,000.

Source:

“Scientific Games and William Hill Extend UK and Europe Sports and Casino Partnership Through 2024”, scientificgames.com, February 14, 2020.