William Hill US and International Game Technology (IGT) have confirmed that they have entered a ‘multi-year agreement’, seeking to deliver sports betting provisions to US state licensed lottery incumbents.
The alliance sees FTSE250 William Hill partner with IGT the leading technology systems supplier for North American lotteries.
Last August, both organisations partnered to provide a ‘full-service sports betting solution’ for the state of Rhode Island through sportsbook at the Twin River and Tiverton Casinos.
Updating the market, IGT governance has disclosed that it will move to its ‘PlayShot’ sportsbook platform to US state lottery operators, offering sports betting across multiple verticals (retail, desktop, mobile).
Renato Ascoli, IGT CEO, North America commented on the partnership: “Through this unique partnership, our customers will be able to enter this new activity with total confidence and trust in the service being offered. IGT is uniquely positioned as a leader in both lottery and sports betting technologies to deliver innovative solutions that will expand the possibilities for players and for lotteries themselves in this exciting new market. 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.”
The partnership sees William Hill US act as sportsbook operations and management lead for US lottery contracts, offering services such as player and market management, trading and risk monitoring and sportsbook premises management.
The strategic arrangement could see William Hill significantly expand its operational and brand footprint throughout the new US market. As North America’s biggest lottery systems supplier, IGT services state licenses for states’ of Texas, California, New York and Michigan.
Backing IGT, Joe Asher, CEO of William Hill US, said: “We are delighted to be expanding our relationship with IGT to address the U.S. lottery market together. William Hill’s track record as an operator globally, and our clear leadership as a sports book operator in the U.S., in particular, mean that U.S. 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.”