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With a rebrand to Caesars on the horizon, Michigan online bettors may never truly discover the identity of the individual known as William Hill.
On Tuesday’s quarterly earnings call, Caesars CEO Tom Reeg announced that the United Kingdom brand’s brief presence in MI will soon come to an end.
With the recent acquisition of William Hill, Caesars will soon rebrand its online products under its own name. The company aims to establish a strong and competitive brand in time for the upcoming football season.
Soon, a well-known American brand will be making its way to Michigan.
William Hill not gaining foothold in MI
William Hill Sportsbook, although a prominent gambling brand globally, has not gained significant traction in Michigan.
From January 22 until March, William Hill has accumulated $17.2 million in online sports bets and generated $1.1 million in online casino revenue since the launch of MI online sports betting and internet gaming.
Out of the 12 existing brands, the sports betting handle represents a market share of 2.2%, placing it in sixth position. By the end of March, WH’s online casino revenue ranked eleventh out of the eleven brands that were live.
The name of Caesars Casino might prove beneficial in that aspect.
William Hill retail sportsbook currently closed
The Grand Traverse Bay Band of Ottawa and Chippewa Indians has granted William Hill access to the Michigan market through a deal.
William Hill’s brand is associated with the sports betting operations at Turtle Creek and Leelanau Sands, the casinos owned by the tribe near Traverse City.
Due to “staffing shortages,” the Onyx Sports Book by William Hill at Turtle Creek sportsbook is currently closed. However, sports betting is still accessible at both casinos via kiosks.
Playinmichigan has informed that although a Caesars rebrand is imminent for the casinos, there is currently no set timeline for this transition.
Caesars could bring WSOP.com poker to Michigan
Not only would a rebranding of William Hill to Caesars provide a boost in name recognition, but it could also introduce an online poker brand like WSOP.com to the MI market. Currently, the only players in the MI market are BetMGM Poker and PokerStars MI.
The World Series of Poker (WSOP) provides opportunities for players to qualify for their prestigious tournaments. Additionally, they offer a variety of games including cash games, Blast poker, and various other tournaments. WSOP.com is powered by 888 Poker software, which also operates independently under its own brand in New Jersey.
This fall, Caesars has plans for significant expenditures. Reeg also mentioned that William Hill faced challenges during the previous football season, as they were essentially fighting with a disadvantage.
Regarding sports betting, Reeg refused to disclose any target market share or estimated marketing expenditure.
Reeg expressed his reluctance to set a specific target for market share and a deadline. He emphasized that the company is still in the early stages and has a promising position. Reeg is confident in their capabilities to excel and lead the industry in the US, which is their primary goal.
William Hill was acquired by Caesars in a deal worth $3.7 billion.
Following the agreement, Joe Asher, the former CEO of William Hill, has temporarily distanced himself from the business.
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