Caesars Relaunches ‘Unified’ Sports Betting App Following William Hill Migration

Posted on August 2, 2021
Caesars sportsbook app
Posted By on August 2, 2021

Caesars unveiled a new unified sports betting app following its integration with William Hill.

The casino giant announced Monday it relaunched Caesars Sportsbook on William Hill’s Liberty platform. It also integrated Caesars’ loyalty program Caesars Rewards into the app.

The majority of William Hill sportsbooks also rebranded to Caesars Sportsbook, with a handful of exceptions.

The end of William Hill?

In states that require registration in-person or near a facility including Nevada, Illinois and Washington DC, the app will be called Caesars Sportsbook by William Hill.

William Hill will continues to operate sportsbooks at some locations outside the Caesars Rewards network.

Joined-up approach

Caesars said the relaunch combined the company’s sports betting assets under one focused brand and app.

“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.” said Eric Hession, Co-President of Caesars Digital.

Where is new Caesars Sportsbook available?

The new Caesars Sportsbook mobile app is live in eight states:

  • Colorado
  • Indiana
  • Iowa
  • Michigan
  • New Jersey
  • Tennessee
  • Virginia
  • West Virginia

It will launch in Arizona, Maryland, and Louisiana when approved by regulators. Arizona expects to launch its sports betting market by Sept. 9. Maryland and Louisiana could go live before the end of 2021.

Here comes Caesars Sportsbook app

The relaunch was well-flagged by Caesars following its $3.7 billion acquisition of William Hill, which completed in late April. Upon closing, Caesars pledged to “significantly” ramp up its investment in US sports betting.

It recently confirmed plans to sponsor the Superdome in Louisiana for the next 20 years. The arena is the home of the NFL’s New Orleans Saints.

And on Monday, Caesars followed that up with a nationwide marketing campaign, featuring actor-comedian JB Smoove. Caesars is still selling off the non-US parts of William Hill.

The company reports earnings Tuesday.

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Brad Allen

Brad has been covering the online gambling industry in Europe and the US for more than four years, most recently as the news editor at EGR Global.

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