William Hill and Scientific Games Expand Sports Betting Partnerships

Wednesday, February 26th, 2020 | Written by James Guill
William Hill and Scientific Games Expand Sports Betting Partnerships

Two big names in US online gambling have struck or extended deals over the last few days. William Hill has announced a partnership with the Grand Traverse Band of Ottawa and Chippewa Indians in Michigan. The deal will see William Hill provide both sports betting and online casino games for the Michigan casino.

Meanwhile, Golden Nugget has expanded its deal with Scientific Games. The partnership will now see Scientific Games provide sports betting services in New Jersey and other states as online gambling is legalized.

William Hill Partners With Michigan Casino

As we’ve previously reported, Michigan online gambling may take up to a year to launch. That gives Michigan casinos plenty of time to sign partner providers. The Grand Traverse Band of Ottawa and Chippewa Indians wasted little time in signing William Hill to provide both sports betting and online casino gaming.

The deal was revealed earlier this week. William Hill will operate a retail sportsbook at Turtle Creek Casino to start. Later, when online sports betting is launch, the company will launch its mobile platform in Michigan.

In addition, William Hill will operate a satellite location at Leelanau Sands. Both retail locations are anticipated to open sometime this summer, just in time for the NFL season. The other part of the deal gives William Hill the option to operate an online casino in the state. Presently, William Hill does not offer online casino services in the United States.

Turtle Creek Casino - William Hill
William Hill will partner with Turtle Creek Casino in Michigan.

William Hill presently operates mobile sportsbooks in New Jersey, Nevada, and Iowa. It will also soon launch in both Indiana and Pennsylvania sometime this year.

This is the fourth partnership to be announced in Michigan. PointsBet, The Stars Group, and Scientific Games all signed deals in Michigan back in January.

Golden Nugget and Scientific Games Add Sports Betting

The Golden Nugget and Scientific Games have an existing partnership for online casino games in the United States. Earlier this week, that partnership was expanded to include sports betting services. Under the new agreement, Golden Nugget will offer the complete OpenSports platform to players in New Jersey.

Golden Nugget had previously been using SBTech but after the supplier was purchased by DraftKings, many expected the Golden Nugget to go in a different direction. The change will occur at some point before the upcoming 2020 NFL season.

Scientific Games - Golden Nugget
Scientific Games will be the new sports betting platform for Golden Nugget in New Jersey.

Golden Nugget and Scientific Games will start offering sports betting in New Jersey but will expand to additional states once sports betting operations commence. There is also an option in the deal to see OpenSports launch retail locations in Mississippi, New Jersey, and Nevada.

Under the previous deal, Scientific Games was providing its online casino platform in New Jersey along with its OpenGaming content aggregation system. This deal will continue. Scientific Games will soon expand into Pennsylvania and other states once online gambling is regulated in the future.

Deal Should Make Golden Nugget More Competitive in New Jersey

If you’ve followed online gambling in New Jersey, then you know that Golden Nugget is one of the top online casinos. It finished second in revenue, pulling in over $64 million in 2019. However, the casino has struggled with its sports betting operations.

For example, in January the company only pulled in $550,000 in sports betting. That put them fifth in revenue for the month. While that figure was a significant jump from the same period in January, it is just over 2% of the total revenue collected for sports betting in the state for the month.

With Scientific Games operating both the online casino and sports betting platforms for Golden Nugget, you can expect those numbers to rise as it will be easier for gamblers to bet on sports from the same provider.