SBC News Voice of the Sports Betting Industry
William Hill and Scientific Games have announced a four-year extension to its existing sportsbook platform partnership, building on a long-standing relationship that first began in 2007.
A statement released by Scientific Games this morning confirmed that William Hill will continue to utilise its sportsbook platform – including betting engine OpenBet – and casino content through Open Gaming System (OGS).
As lead sportsbook platform, Scientific Games’ ‘OpenSports’ will allow the legacy sportsbook to operate with more speed and flexibility, including the option to deploy proprietary products across multiple jurisdictions in Europe.
Jordan Levin, Group Chief Executive, Digital for Scientific Games, stated: “By choosing Scientific Games, William Hill is reaffirming their commitment and belief in our products, services and team and sending a message that we continue to be a source of competitive advantage for global industry leaders in all regulated markets.
“We’re really building on one of our strongest relationships. The team at William Hill share an ambition to create next level player experiences and together, across sports and iGaming, we’re making that a reality.”
Ulrik Bengtsson, William Hill’s Group CEO, commented: “It’s a pivotal time for sports betting and iGaming providers.
“Scientific Games’ solutions provide us with the flexibility that is key to our growth strategy in the U.K. and Europe and we’re pleased to continue to use their products that will be provided on a flexible and modular basis to power our shared success in the years to come.”
William Hill has continued to develop its brand in 2020 following the announcement that the bookmaker confirmed an exclusive arrangement with CBS Sports.
