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Affinity Gaming partnership for William Hill

Long-term deal will see British betting giant run the Nevada race and sportsbooks for American casino operator via its newly acquired subsidiaries.

Friday 29th June 2012

Only a day after officially completing its acquisition of a trio of American land-based sportsbetting operators, British betting giant William Hill has entered into a long-term agreement to run the sportsbooks for Affinity Gaming properties in Nevada. Last week saw the Nevada Gaming Commission grant London-based William Hill an interactive gaming licence, which saw it able to finish the planned purchases of American Wagering Incorporated, Brandywine Bookmaking and the racing and sportsbook assets of Sierra Development Company, which trades as Club Cal-Neva, for a total of approximately $53 million. William Hill stated that it will now begin operating the Affinity Gaming sportsbooks in the western state via its Brandywine Bookmaking and Club Cal-Neva subsidiaries while making ‘significant capital investments’ across all of the Nevada-based firm’s casinos with Terrible’s Hotel and Casino in Las Vegas and Buffalo Bill’s Resort and Casino in Primm set for ‘major upgrades’. “We have developed strong relationships with the Affinity Gaming team, providing a first-class betting product and collaborating on creative marketing programmes, and we look forward to expanding the partnership,” said Joe Asher, Chief Executive Officer for William Hill’s United States operation. “We will be investing in these properties, bringing in new customers and enhancing the customer experience through our wide-ranging betting product and technology.” In addition, William Hill declared that it is to provide Affinity Gaming customers with access to its mobile sports wagering application, which is the only licensed in Nevada for use with iPhone, iPad, Android and BlackBerry devices, while also installing self-service wagering kiosks at the operator’s properties. “We look forward to being partners with William Hill and believe this leading-edge technology platform will enhance our customers’ experience and be a welcomed point of differentiation,” said David Ross, Chief Executive Officer for Affinity Gaming. “Additionally, the prospects of cross-marketing as well as leveraging William Hill’s online capabilities are potential future opportunities for both firms to create long-term shareholder value.”

Source: OnlineCasinoNews

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