William Hill has deepened its roots further still in the Hawkeye State after aligning with Affinity Gaming’s Lakeside Hotel and Casino, following news that the Iowa Racing and Gaming Commission has approved sports betting legalisation.

Issuing licenses to 18 of the 19 land-based entities in operation across Iowa following a meeting in Des Moines, the William Hill sportsbook is to target opening on Thursday 15 August, the date specified by the IRGC when the lid will be lifted on sports wagering.

With construction currently underway, the new entry is to have access to William Hill’s industry leading mobile app, kiosks, and in-play wagering menu, as well as fourteen 65-inch viewing monitors with 4K LCD displays and two 86-inch viewing monitors with 4K ultra HD displays. 

“Our new sportsbook at Lakeside Hotel and Casino expands our long-standing partnership with Affinity Gaming,” commented David Grolman, president of retail operations for William Hill US. “We have operated their sportsbooks in Nevada for many years and look forward to providing exciting new experiences to resort guests and sports fans in Iowa.”

Lakeside Hotel and Casino is located in Osceola, south of Des Moines, with the key dates on the horizon being the August 24 start of college football season, and September 5 for the National Football League.

David Monroe, VP and general manager for Lakeside Hotel & Casino, added: “We are partnering with William Hill to provide our guests with an exciting entertainment experience for football season and beyond. William Hill has long been the gold standard for sports betting, and we look forward to partnering with them as soon as we are able to take the first bet.”

This becomes the fourth sportsbook partnership entered into by William Hill in Iowa after adding the Eldorado Resorts owned Isle Casino Hotel Bettendorf and Isle Casino Hotel Waterloo to its roster, following an agreement penned alongside Prairie Meadows Racetrack and Casino in January.