William Hill Debuts Betting Kiosk Experience at Two Colorado Casinos


William Hill US, the US sports betting division of legacy bookmaker William Hill, is set to enter Colorado’s nascent wagering market later today as part of a wider strategy to grow its regulated US footprint in as many states where sports betting is legal as possible.

William Hill said in a Thursday statement that it will launch its first Colorado gambling experience at noon local time today with six betting kiosks at Isle Casino Hotel and Lady Luck Casino in Black Hawk.

William Hill’s Colorado debut is happening just a day after the start of the new Major League Baseball season and as other professional sports are about to resume in the coming weeks.

The Centennial State was the latest to enter the US sports betting fold after the 2018 SCOTUS ruling that annulled a long-standing federal ban on sports betting. First legal wagering services went live in Colorado on May 1 when four licensed operators launched their digital sportsbooks.

As the launch of sports betting happened amid the statewide closure of casinos in the face of the coronavirus pandemic, Colorado residents were only able to place bets on desktop and mobile at first. But after casinos began to reopen, licensed operators have begun to launch retail locations at the gambling venues they had partnered with.

Earlier this month, DraftKings, which was among the first operators to go live with mobile betting in Colorado, opened a retail sportsbook at Mardi Gras Casino in Black Hawk.

Mobile Betting in the Pipeline

William Hill’s kiosk experience in Colorado is powered by the company’s user-friendly platform that allows bettors to open wagering accounts, make cash deposits, and more. In addition, the operator said that its kiosks at Isle Casino Hotel and Lady Luck Casino will offer localized futures and odds that will be catered specifically for the Colorado sports betting market.

The company revealed that the next phase of its expansion in the Centennial State will include the launch of mobile betting experience. William Hill expects to launch its wagering app before the start of the new NFL season, pending regulatory approval.

Both Isle Casino Hotel and Lady Luck Casino are owned by newly formed casino powerhouse Caesars Entertainment Inc., which was created from the merger of Eldorado Resorts and Caesars Entertainment Corp. William Hill signed a long-term wagering partnership with Eldorado in the fall of 2018 and it became known that following the casino operator’s tie-up with Caesars, William Hill will continue to operate sportsbooks at properties owned by the enlarged group.

Commenting on their expansion in Colorado, William Hill US President of Retail Operations David Grolman said that they are thrilled to be able to enter the Centennial State with their kiosk experience.

Mr. Grolman went on to say that their partnership with Caesars allows them “to engage with Colorado sports fans in a new and exciting way.”

Isle Casino Hotel and Lady Luck Casino Senior Vice President and General Manager Ken Ostempowski commented that they are thrilled to be adding another amenity to their existing offering and that their strategic alliance with William Hill “will create an elevated gaming experience that features industry-leading wagering technology and allows us to further our position as Colorado’s premiere location to gamble.”

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