William Hill is a new player to the NJ online casino market with an extremely limited game library.

Here’s the good news: Live dealer games are coming soon via a partnership Evolution, a leading provider of Live Casino products.

Details were announced last week via a press release. The rollout will begin in New Jersey, and will be streamed live from Evolution’s Atlantic City studio.

Johan Nordstrom, Chief Executive Officer Malta and Chief Commercial Officer at Evolution, commented on the partnership.

“We are very proud to have been selected by William Hill US. Our Live Casino solutions have been instrumental in helping to make William Hill’s Live Casino a stand-out offering in regulated European markets. We very much look forward to achieving the same high levels of success for William Hill in the United State,” said Nordstrom.

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William Hill online casino expansion

Well, there’s good news for online punters as William Hill unveiled a casino tab on its NJ sportsbook app in late September. It wasn’t really much of an unveiling since there was no formal announcement of the new launch. The news came from PlayNJ while existing users of the app got notifications about the new feature about to be released. William Hill has expanded to bring one of the UK’s most trusted gambling brands into the US. The William Hill New Jersey online casino offers more than 200 games and several promotions. One of the biggest perks of the site is its welcome bonus. William Hill NJ will 100% match your first deposit, up to $150, just for signing up.

New Jersey regulators are familiar with Evolution’s products already. Other online casino operators in the Garden State, like Bet MGM Casino and DraftKings Casino, already offer them. They include:

1. William Hill now powers a variety of retail sportsbooks at Caesars properties. Caesars, meanwhile, provides market access for its US online sportsbooks, including the one in New Jersey, through Tropicana Casino, which it manages. At this point, no one outside the company knows how Caesars plans to manage the two brands.
2. Tropicana Atlantic City and William Hill Announces New Permanent Sports Book. Atlantic City, NJ (March 7, 2019) – Tropicana Atlantic City, an Eldorado Resorts property, announced today the grand opening ceremony of its new permanent sports book, with partner William Hill US, will take place at 1 PM ET on Friday, March 8.

• Baccarat
• Blackjack
• Lightning roulette
• Poker
• Monopoly Live

Perhaps what Evolution is best known for, however, is the first-person design of its games. When playing baccarat or roulette, for example, the game is set up to make the player feel he/she is in the game instead of merely observing it.

William Hill online casino customers will soon get the same opportunity. The press release does not include a launch timetable.

For now, users who click on casino tab on the app will notice three slot titles and five table games. Keep in mind the soft launch took place earlier this month via the Tropicana Atlantic City license.

Adding Evolution to its menu certainly makes William Hill competitive on the table games side. The company will still have some work to do in regard to building out a competitive online slot offering, however.

Everi’s Remote Game Server is a popular option for slots. That might be the direction that William Hill goes next in expanding its offerings.

In the online casino business, market share is a coveted prize. The keys to dominating a market are acquiring customers and keeping players engaged.

That requires a good amount of capital. Soon, William Hill’s casino product should see an influx of that from a source familiar to the brand and gamblers alike.

William Hill brand in the United States

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Pending regulatory approval, Caesars Entertainment plans to buy William Hill for $3.7 billion. The earliest that the transaction might close would be late next year, however.

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If it does go through and depending on the terms of the sale, that would put the marketing might of Caesars behind William Hill’s online casino. Additionally, it would bring the whole of Caesars’ customer base to the brand.

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Integrating online gambling on the William Hill app/website into Caesars Rewards could be another great enticement for players. Until then, however, William Hill isn’t left without any options on how to build its business.

Integrating the casino into one app makes sports bettors a ready-made audience as well. While there’s no guarantee that bettors will take to iGaming at a high rate, any conversion is welcome for William Hill.

For William Hill, getting a chunk of a market that has recently flirted with $90 million in monthly revenue makes partnering with Evolution a worthwhile investment. The truth is, competing without that solid variety of games would be quite difficult.