William Hill Expands To Australia

23 March 2013 – By Jane Spiegel

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One of the largest online gaming operators in all of Europe, but with customers from all over the globe, William Hill, has finalized the process for a new acquisition which will strengthen its online betting and gaming business. Hill already serves a large population with sport betting, casino, poker, bingo and has just expanded to bring its offering on new markets. Sportingbet’s Australian business has been recently purchased for almost £460 million. Also, William Hill has been granted a call option over Sportingbet’s locally licensed Spanish business.

The online gambling market in Australia is one of the largest in the world and, up until now, William Hill has not had a footprint. This is big news for William Hill growth as different expertise in certain areas of the Australian market are demonstrating strong structural growth such as online, mobile, fixed-odds betting and sports betting. Hill’s representatives believe this is a natural and positive expansion and the acquisition was made as part of the group’s overall strategy to geographically diversify its revenues. The company’s goal is to develop their online business and increase exposure to attractive markets by taking local licenses. This deal was in the works for a while, and William Hill cooperated with GVC Holdings in order to make a correct offer. Sportingbet shareholders gave their final stamp of approval just last month and the final process was finalized shortly thereafter.

William Hill owns land-based, online and mobile shops accessible all over the world, and each year, more than 440 million bets are placed by online casino enthusiasts. The British market is one of the most important for the company, and brings important revenues to the online gambling operator. Despite the fact the British government has increased taxes on internet gambling and many big names in the industry have moved to other jurisdictions, William Hill has managed to stay on the floating line. About three quarters of the 440 million bets are placed in the 2,370 UK shops. With this acquisition, the company becomes one of the largest gambling companies in the world, and online casino fans can expect nothing but good things to happen as a result.

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