British Bookmaker William Hill to Bring Online Gambling in Michigan

By Mike J. Davies Editor in Chief at Casinos.US Updated: 03/01/2020

Mike J. Davies Editor in Chief at Casinos.US See Full Bio

Mike is our Senior Editor and experienced gambling strategist. A former hockey player, he transitioned to the casino industry after finishing his B.A. in English. Blackjack systems, online casino guides, gambling terms, and more – Mike is familiar with all fine points of gambling.

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New sports betting and online gambling services to hit the Michigan market, Photo by Pxhere

When it comes to sports betting services on the international platform, William Hill has always stolen the limelight. The British bookmaker has a long-standing repute as a leading sports betting service provider, not only in the UK but also in the US. The brand expanded into the gambling sector in the US when the industry saw exponential growth in recent years. Its flagship brand, William Hill US, has operated in several states in the country and is now planning to up its position even further.

William Hill’s Michigan venture

William Hill the US will soon come up with a new offering for gambling enthusiasts in the state of Michigan. Its expansion into the state will materialize after it strikes a deal with Chippewa Indians and Grand Traverse Band of Ottawa. The bookmaker now intends to provide online casino gaming, along with sports betting, to gamblers in Michigan under the terms of the deal.

Joe Asher, CEO of William Hill US expressed the company’s excitement for the new venture. He said:

We are pleased to have found a great partner in the Grand Traverse Band of Ottawa and Chippewa Indians and look forward to working with the Tribe to bring a leading retail and online sports betting experience to sports fans in Michigan.

The Indian tribe, which is recognized by the federal government, will be working with William Hill US in the state to provide both lands based and online gambling services. The new partnership between the two gambling giants will allow the operator to set up a full-fledged, branded retail establishment in Williamsburg to provide sports betting services at the casino of the Indian tribe.

Besides the tribal casino, The Turtle Creek Casino and Hotel will also be home to a William Hill online gambling venue. It’s going to feature a sportsbook that’s owned and operated by the casino brand at the renowned Leelanau Sands Casino & Lodge. The venue at the Turtle Creek will be creating a betting facility out of the Onyx Sports Bar. Gambling enthusiasts can expect the facility to start by fall, at the time when the new soccer season begins.

How does William Hill’s revenue look?

Generally, William Hill’s online gambling operations have been on the top of the line. Their operations accounted for about 47 percent of their total revenue last year. Also, online revenue rose by 16 percent to £738.3 million.

That’s all about their UK figures, but William Hill US saw impressive growth too. Their sports betting unit saw their group revenue jump by two points to eight percent. The brand enjoys a 32-percent share of the betting market in Nevada, where its revenue rose by 14 percent to $1.64 billion.

Outside Nevada, William Hill US runs its operations in nine states and they claim they have a 24-percent share of the total betting market in the US. However, expansion efforts made by the brand last year increased handle by nearly 208 percent to $655 million. Also, revenue during that period hiked up by 224 percent to $54.8 million. However, such expansion costs lead the company to incur an annual net loss, which amounted to $33.2 million.

How does online gambling and sports betting look like in Michigan?

Michigan became the latest of all states to legalize online gambling and sports betting. But this came after a long struggle of lawmakers in the state. In 2018, the gambling legislation, initiated by Brandt Iden, passed the Senate and the House but was turned down by the governor. In 2019, he brought the legislation back and hoped to see it pass. But he had clashes with the new governor, which led to delays.

The new partnership between William Hill US and the tribe puts Michigan a step closer to introducing online casino games and sports betting. However, there is still some time left before offerings begin. We can just be relieved that the process is at least moving ahead, and some offerings will hit the market later this year.