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Caesars Ent. Rebrands William Hill US Sportsbook Site & App
By Jeff Osienya Aug 03, 2021 IndustryAfter closing its acquisition of William Hill, Caesars Entertainment has refreshed all US-facing sportsbooks of the UK-based sports betting platform. The rebranded online and retail sportsbooks will also be part of the Caesars Rewards program.On Monday, August 2nd, Caesars Entertainment completed its rebranding venture that will merge its sports betting offering with William Hill following the £2.9 billion takeover of the latter. When Caesars Ent closed the William Hill acquisition deal in April, the company disclosed its plans to rebrand the US-facing William Hill sportsbook and expand its US presence. Caesars has now relaunched its sportsbook on the Liberty platform formerly owned by William Hill before the buyout.
The sports betting juggernaut unveiled the new impressive look and featured the renowned actor-comedian JB Smoove as the mascot for the rebranded platform. Caesars shared the new look across all its social media platforms to inform fans of the rebrand. Patton Oswalt, another stand-up comedian, and actor also featured on the commercials of the multi-million dollar marking campaign as Carl, an avid better at the Caesars Sportsbook.
Following the rebranding effort, Caesars Entertainment Chief Executive Officer Tom Reeg said:
Quote“We are excited to launch our new comprehensive marketing campaign for Caesars Sportsbook. The rebranded and upgraded offerings for our Caesars Sportsbook will provide customized offers, flexible limits, a wide range of betting lines, and an intuitive user experience. Caesars Sportsbook also brings players into an empire of play where, win or lose, every wager gives them more through our award-winning Caesars Rewards.”
Eric Hession, Co-President and Chief Financial Officer of Caesars Digital, also chimed in to say:
Quote“Caesars Sportsbook puts the bettor at the center of everything. We understand that we need to be nimble, we need to give bettors what they want in terms of depth of odds and breadth of sports, and we need to make our app easy and fun to navigate. But beyond that, we want to treat every Caesars Sportsbook player like a Caesar. And that means generous offers and a way to earn through Caesars Rewards.”
New Face, Same Exciting Online Sportsbook Platform With Improved Features
Caesars also disclosed that the rebranded sportsbook is now accessible across eight states, i.e., Colorado, Indiana, Iowa, Michigan, New Jersey, Tennessee, Virginia, and West Virginia. Pending regulatory approvals, three more states, Louisiana, Maryland, and Arizona, will also join the long list of states offering the spanking new Caesars sportsbook. Arizona is already preparing to launch its online sportsbook market by September 9th. On the flip side, Louisiana and the Old Line State are expected to enter the world of regulated online sports betting before the year ends.
After migrating the William Hill US-facing sportsbook to Caesars, the link to the former William Hill US desktop and mobile site now automatically redirects to the rebranded Caesars sportsbook. Likewise, new players looking to download the William Will sportsbook app will instead be forwarded to download the new Caesars sports betting app.
In the announcement to players, Caesars Ent was keen to remind them that the experience will remain similar to what they are already used to. Part of Caesars statement read:
Quote“Remember that even though your app will have a new name and logo, your login info, account info, and account balance, and any open bets will all remain the same. If you have auto-updates enabled, then you should be all set! If not, please update your existing William Hill app to the new Caesars Sportsbook app.”
Further, retail William Hill US sportsbooks at locations that Caesars owns are already undergoing some rebrand makeovers to match the upgraded look. Some of the land-based sportsbook properties that are changing their names from William Hill to Caesars Sportsbook include Tropicana Laughlin, The Cromwell, Silver Legacy, Rio, Planet Hollywood, Paris Las Vegas, The Linq Hotel, Harveys Lake Tahoe, Harrah’s, Flamingo, Eldorado, Circus Circus Reno, and of course the famed Caesars Palace sportsbook.
Chris Holdren, the other Co-President and Chief Marketing Officer of Caesars Digital, shared a few words saying:
Quote“Sports bettors deserve a sports betting experience that treats them like royalty. In our world, everyone’s an emperor, and the Caesars Sportsbook app delivers an experience worthy of them. We invite people to play with us online, stay with us at our resorts and experience their favorite sports in new ways through our unparalleled partnerships.”
After the William Hill buyout was closed in April, Caesars revealed that it would be putting its Europe and UK-based assets up for sale. Several gaming operators, including Boyle Sports and German-based operator Tipico that are looking to expand their footprint in the UK and Europe, have already expressed interest in the said assets.
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