February 14, 2020 3 min read


Scientific Games and William Hill Partnership Extended

Scientific Games announced today that they have agreed with the UK-based sports book provider, William Hill, on a four-year extension of their partnership deal that allows the betting company to use igaming solutions in the UK and European markets.

If Something Works, Do Not Change It

According to the deal, Scientific Games will continue to provide its industry-leading sports solutions, Open Sports, to power the operations of the sports betting company and extend to 2024 a long-lasting partnership that dates back to 2007.

Modular Utilization

The Open Sports that launched in 2019 is a portfolio of different modules built around the Open Bet, a tried and tested scalable engine for the betting industry, that allows each sports betting operator to combine different modules to match specific customer needs.

Under the newly agreed deal William Hill with utilize Open Sports on a modular basis, to enable the betting company to operate with a greater degree of speed and flexibility, and to provide it with the capability for multiple jurisdictions deployment of proprietary products.

More Than a Decade of History

William Hill has a history with Open Bet as it has been using it since 2007 when the platform was a standalone solution that was later on acquired by NYX Gaming Group, and after that by Scientific Games, and by choosing to continue the partnership, the UK-based sports book and online casino operator reaffirms its commitment and beliefs in the products and services of the US solutions provider, recognizing the competitive advantage they bring.

“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”, Ulrik Bengtsson, Group Chief Executive Officer, William Hill.

Tried and Tested

Scientific Games has more than 80 years of experience in the field of creating gaming content, delivering what players value most in terms of trusted security, operating efficiencies and innovative technology, and their management is equally excited at the prospect of continuing to partner with the sports betting giant.

“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”, Jordan Levin, Group Chief Executive, SG Digital.

Player Experience What Matters Most

SG Digital is a trusted partner to the most powerful iGaming, iLottery and Sports Betting brands in the world and the synergy with William Hill can only bring more in terms of player experience and betting efficiency.

Lead Editor

Mike made his mark on the industry at a young age as a consultant to companies that would grow to become regulators. Now he dedicates his weekdays to his new project a the lead editor of GamblingNews.com, aiming to educate the masses on the latest developments in the gambling circuit.

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