William Hill is Closing Down Three Brands to Streamline Its Business

The renowned sports betting provider William Hill has announced that it will be letting go of three of its online casino brands. Euro Grand, 21 Nova and William Hill Casino Club are the subjects of the impending closure and will discontinue operations by January 24th, 2022.

The company’s statement regarding the decision reads, “We have taken a strategic decision to close our EuroGrand, 21Nova and William Hill Casino Club brands. This comes as part of our continuous evaluation of our brands and business footprint.”

With this move, the company is looking to focus resources on its core businesses. According to the announcement, they are closing down these operations to strengthen and grow their Mr Green and William Hill online platforms.

The Business Footprint

William Hill is a part of Caesars Entertainment following the latter’s acquisition of the company in September 2020 for an estimated $3.7 billion. Caesars’ interests were more directed towards William Hill’s US-based assets, so it put up the non-US property for sale.

A few months ago, arrangements were finalized, and 888Holdings gained rights to the European assets which comprise over 1400 UK betting shops. The purchase was worth $2.75 billion, but Caesars was left with just about $1.2 billion. The rest was allocated to repaying debts owed by the betting shops and non-US assets.

William Hill’s US-facing properties were available in 17 states across the country, including Nevada, where they had more sportsbook locations than any other company. After Caesar took control of the company, the services were rebranded as Caesar’s sportsbooks.

Necessary Measures

In correspondence with its affiliates, William Hill advised them on how to move forward given the imminent closure of the said brands. From Monday, November 29th, the concerned parties will no longer accept new customers. Affiliates will also be removing all promotional products related to the brands.

By Friday, November 26th, William Hill itself will end its promotional efforts towards the brands, and all related marketing materials will be abandoned. In the meantime, customers have to bet and withdraw any funds lodged at these online sites before the January deadline.

Undoubtedly, there’s a lot of distress among loyal players who have scaled significantly up the rewards programs. To compensate, the company will automatically induct into a similar reward level players who transfer their accounts to the namesake platform or Mr Green.

Moving Forward

William Hill has clarified that there will be no further moves to streamlining the business. In addition to Mr Green and the William Hill platform , they will continue to run the four remaining UK online casinos – Redbet, Mama Mia Bingo, 11.lv, and Bertil.

Based on its 2020 revenue report of $1.76 billion, its online operations are the most popular offerings. They generated 61% of the amount. Retail shops generated 26%, while the US-facing market accounted for 13%.