Scientifc Games and William Hill Extend Partnership by 4 Years

  • Scientific Games extends existing partnership with William Hill for another four years
  • William Hill focuses on driving growth in Europe and the United Kingdom through flexible betting solutions
  • SG continues to strike high-profile deals in the United States

William Hill builds on existing partnership with SG and chooses the OpenBet platform to spearhead further expansion efforts in Europe and the United Kingdom as regulatory pressure continues to mount.

William Hills Continues to Strengthen Partnerships with SG

Scientific Games is beefing up its partnership with William Hill by signing another four-year extension with the sportsbook company for its markets in Europe and the United Kingdom. As per the latest arrangement, SG will provide William Hill with the OpenSports suite, a betting technology solution.

OpenSports is based on the OpenBet platform by SG and has proven a desirable investment owing to the flexibility of the offer as well as the ability to tailor the solution to anything that currently corresponds with the needs of business.

Commenting on the partnership, Ulrik Bengtsson, chief executive at William Hill Group, said that the partnership marked a pivotal solution. Flexibility, Bengtsson stressed, was key to the further success of the company as it tries to navigate more challenging markets in Europe and the United Kingdom.

More importantly, flexibility translates into growth, Bengtsson explained. The deal also sent a clear message, he added, that William Hill continues to source operations to some of the best technical solution companies in the business.

SG Digital chief executive, Jordan Levin, also shared his satisfaction with the recent developments. Levin argued that William Hill’s decision to extend the existing partnership between the companies was a token of the company’s trust in SG’s products:

“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.”

Meanwhile, William Hill also took a hit at home after the company lost around 7% stock value due to a statement by UKGC Chief Executive Neil McArthur that the regulator would consider reducing the online casino games’ maximum stakes from £100 presently down to £2.

A String of Partnerships

Scientific Games continues to maintain a leadership position in sports betting both as a content provider and trusted partner for established brands. Apart from its recent tie-up with William Hill, the company also works with Betfred.

On February 7, Betfred and SG have said that they are teaming up to deliver a dedicated sportsbook by the summer of 2020. SG also showcased the OpenSports platform during ICE London, demonstrating the data-crunching capabilities of the solution that makes it all a player and partner needs to have a satisfying experience.

Similarly, SG expanded on its existing partnership with Flutter Entertainment’s FanDuel, one of the leading DFS platforms in the United States. FanDuel is just one of the big names on Flutter’s portfolio which includes other names such as Betfair, Paddy Power and Sportsbet.

Sophia Rojas

Growing up around law firms, Sophia keeps our team of reporters atop any legislative developments to follow up with a welcomed dose of positive news as our house trivia nut!

National Bulgarian Lottery adds Scientific Games’ Products

  • National Lottery Bulgaria partners up with Scientific Games for online iGaming products
  • The products bring in BGN1 million within 24 days
  • Bulgaria generated nearly $2 billion in gambling revenue in 2017

The National Lottery Bulgaria has teamed up with Scientific Games to introduce an enhanced experience for customers.

The National Lottery and Scientific Games Team Up

A middling market, Bulgaria has offered some leeway for sports betting operators and online casinos to prosper. Not over-restrictive, the country’s National Lottery has been generating good financial results mostly through the sale of scratch cards and holding televised raffle shows on national TV.

The addition of Scientific Games as a partner to the Lottery, signals the operator’s readiness to shift towards online solutions, which promise to generate the highest number of revenues for the gambling industry in future. SG has introduced a number of its products, including:

  • 88 Fortunes
  • Giant’s Gold
  • Rainbow Riches

Within 24 hour of launch time the games had already generated €500,000 or BGN1 million. Following the success, the Lottery is now planning to add more products to its portfolio. National Lottery Managing Partner Milen Ganev had the following to say:

Scientific Games’ digital products have proven an excellent fit for National Lottery Bulgaria, outperforming our expectations within the first 24 hours of launch. Our players are engaging with the games immediately, and we see demand and repeat gameplay growing every day.

Scientific Games CCO Steve Schrier has also commented on the newly-struck deal, saying that the National Lottery Bulgaria was a quintessential example of the type of partners that the lottery wants to work with.

Gambling Is a Huge Business in Bulgaria

Bulgaria does have its underbelly when it comes to gambling, but today the majority of businesses are mostly legal and regulated, although land-based casinos are not necessarily a preferred choice among locals.

In 2017, Bulgarian gambling revenue reached the heady $1.9 billion or BGN3 billion. The country’s GDP in that year was $59 billion, highlighting the immensity of the industry. It all started back in 2013, when legislators voted to introduce further tax breaks for gaming operators.

Without the corporate tax to worry about, gaming parlors started booming. The National Lottery Bulgaria has developed to the point where it’s a past-time for many people, too.

There hasn’t been much talk about the level of gambling addicts in the country nor the social responsibility of gaming companies, though, which needs to be addressed by Parliament.

Bulgaria presently harbors over 1,300 companies related to gambling and iGaming in one form or another, including Vasil Bozhkov’s New Gaming SA, Eurobet Ltd and National Lottery SA. Mr. Bozhkov’s net worth is estimated at over $1 billion. Much of this is thanks to his involvement with gambling.

George Hansen

Taking a liking to the occasional bout of slots, George used to moonlight as a roulette dealer, giving him a unique perspective into the casino world. From there he continued his journalist education and has been with us ever since a star-aligned graduation brought him and our team together.