Caesars Rolls Out Upgraded Sports Betting Experience

Casino operator Caesars Entertainment, Inc. this week unveiled its new sports betting experience, Caesars Sportsbook, following the acquisition of British wagering specialist William Hill.

Caesars rolled out its new gambling product with a multi-million-dollar nationwide marketing campaign.

The company’s new Caesars Sportsbook combines its sports betting assets under a single brand that is anchored by a newly launched easy-to-navigate app. The mobile wagering product integrates athletic gambling with the company’s singular loyalty program, Caesars Rewards, it also became known.

The new sports betting solution is powered by Liberty, a Caesars-owned and integrated tech stack. It enables sports fans to place wagers on multiple sports and both domestic and international sporting events.

Commenting on the roll out of the new product and the start of the marketing campaign aiming to popularize it, Caesars CEO Tom Reeg said that they are excited to go live with their rebranded and upgraded offerings for their Caesars Sportsbook and that these will provide “customized offers, flexible limits, a wide range of betting lines, and an intuitive user experience.”

Mr. Reeg went on to add that the integration with the Caesars Reward loyalty program brings their wagering customers “into an empire of play where, win or lose, every wager gives them more.”

App Now Live in Multiple States

The upgraded, Liberty-powered Caesars Sportsbook app is now live in eight states, including Colorado, Indiana, Iowa, Michigan, New Jersey, Tennessee, Virginia, and West Virginia. Pending regulatory review and approvals, it is also set to go live in Arizona, Maryland, and Louisiana.

In states like Illinois, Nevada, and Washington D.C., where in-person registration is required for bettors to be able to place wagers digitally, they will now have access to the new Caesars Sportsbook by William Hill app, which too boasts an upgraded look and link to Caesars Rewards.

The Caesars Sportsbook brand also runs retail locations at casinos around the nation. The operator announced that it would also soon launch retail wagering facilities at Capital One Arena, Chase Field, Monmouth Park Racetrack, Mountaineer Casino & Resort, Prairie Meadows Casino & Racetrack, and Turtle Creek Casino to further expand the brand’s presence in key regulated markets.

As mentioned earlier, the new Caesars Sportsbook experience has been launched shortly after the brand’s parent company acquired legacy bookmaker William Hill.

Caesars purchased the wagering specialist in a £2.9 billion deal. It is now looking to sell William Hill’s non-US operations as these are considered non-essential for the enlarged casino and sports gambling group.

Apollo Global Management, 888 Holdings, and most recently Tipico have all expressed interest in acquiring William Hill’s UK and European assets, igniting a bidding war that could drive the asking price to up to £1.5 billion.

Source: CAESARS ENTERTAINMENT LAUNCHES CAESARS SPORTSBOOK, Caesars Newsroom, August 3, 2021