When Caesars Entertainment purchased William Hill earlier this Spring, it promised to change the face of online gaming forever.
Caesars has been working behind the scenes to prepare for this change, but the first steps were taken on Monday.
Caesars announced on Monday that William Hill sportsbook in eight different states would be rebranded to the name Caesars Sportsbook. Customers in those states were immediately able to jump on the new brand by simply updating the existing sports betting app.
Not only will all of the William Hill sportsbook apps be changed to Caesars, but the William Hill casino app and online casino sites will be rebranded as well. That process has not yet started, but it could begin taking place by the end of 2021. We expect to see a re vamp of the existing Caesars Online casino app soon.
William Hill currently has an online casino presence in Michigan, New Jersey, and West Virginia, but that will only last a few more months. Those online casino apps will change names as well, growing the already massive online casino empire for Caesars.
Caesars has already put its stamp on the app in the three states listed above as well as in Pennsylvania. The company admitted that it could take a long time before online casino gamblers in Pennsylvania are fully integrated into the Caesars system.
William Hill has also been a major player in the iGaming industry overseas, but that is not something that interests Caesars at this time. When the acquisition was made, Caesars announced that it would look to see all of the overseas property that came with the deal.
A Massive Investment
Caesars Entertainment has continued to thrive in the online casino industry in the US, and it is now using that revenue to put into sports betting. CEO Tom Reeg has announced that the company plans on investing $1 billion in this new rebrand, with most of that money going towards the sports betting side of things.
During the second quarter of 2021, Caesars Entertainment had a net revenue of over $2.5 billion, with a total net income of $71 million. Both of these numbers were huge improvements from the second quarter in 2020, when the company actually lost close to $100 million.
The fact that Las Vegas has reopened to visitors has allowed Caesars to once again become a giant in the entire US gaming industry. In Nevada, it is the commercial casinos that are leading the way, but online casino revenue is strong as well.
One of the biggest advantages for customers in switching from William Hill to Caesars is an automatic enrollment into the Caesars Rewards program. There are more than 60 million customers already in that database, and the company will be reaching out to them to explain this new venture.
Caesars already has a casino property in 16 different states in the US and will be able to quickly offer online casino sites if and when laws are changed. For now, this new rebrand is affecting the sports betting industry, but it will become a major player in the online casino industry as well.