Scientific Games Extends Partnership with William Hill

Staff Writer Industry News, William Hill Casino 239

Casino and sportsbook operator William Hill and Scientific Games will continue with their partnership for four more years. The two companies have recently extended their collaboration by signing a deal.

That means that Scientific Games will continue to support the operator with its innovative content in Europe.

New Deal More Benefits

According to the new deal, the operator will use Scientific Games’ OpenSports software and technology on a modular basis. Thanks to this, William Hill will have more speed and flexibility, which will improve its performance in its key markets. Furthermore, William Hill will be more capable of deploying proprietary products across numerous jurisdictions in Europe.

The news of the deal extension comes right after William Hill announced changes in company management. Namely, the brand appointed a new CFO as the former Chief Financial Officer Ruth Prior stepped down. Marsh will assume his position in the next few weeks.

Trustworthy and Efficient

The two companies have been closely working together for more than a decade. More precisely, William Hill signed a deal with SG Digital back in 2007. Since then, they have worked together on delivering premium content across multiple markets.

Here is what the CEO of SG Digital, Jordan Levin, had to say about the contract extension.

“We’re really building on one of our strongest relationships. The team at William Hill share an ambition to create next level player experiences. Together, across sports and online gaming, we’re making that a reality.”

And indeed, they are! Ulrik Bengtsson, CEO of William Hill, said: “It’s a pivotal time for sports betting and online gaming providers. Scientific Games’ solutions provide us with the flexibility that is key to our growth strategy in the UK and Europe. We’re pleased to continue to use their products”. The products will help the companies to power their shared success in the years to come.


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