Sports betting

William Hill targets US lottery deals with IGT partnership

Partners will offer an IGT platform combined with Hills’ operations and trading expertise

William Hill has announced a multi-year partnership with IGT that will see the two companies create a sports betting solution offered to US lotteries.

The combined offer will comprise IGT’s PlayShot betting platform with William Hill’s “operational, trading, player management, and strategic expertise”.

The two firms already jointly run sports betting in Rhode Island on behalf of the state lottery.

Under the terms of the partnership, the companies will jointly consider all future sports betting opportunities and bid requests from US lotteries on a mutually exclusive basis.

“We are delighted to be expanding our relationship with IGT to address the U.S. lottery market together,” said Joe Asher, CEO of William Hill US.

“William Hill’s track record as an operator globally, and our clear leadership as a sports book operator in the US, in particular, mean that US lotteries can be confident that in choosing IGT and us together, they will be benefiting from a reliable, trustworthy, and responsibly-managed solution – maximizing revenues to each state with a quality product and service.”

IGT’s PlayShot sports betting platform is already live in four states as a B2B solution for sportsbook operators, while Hills operates sports books under its own or partner brands or provides risk management services in all five states where sports betting is active today.

The London-listed company also recently agreed a multi-year agreement with Eldorado to gain licensing access to multiple states.

Renato Ascoli, the CEO of IGT North America, added: “By forming this partnership with William Hill, we are able to bring to our lottery customers in every state a world-class combination of technology and operational expertise.”

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