US gaming technology organisation Scientific Games has announced it has extended its European and UK sports and casino partnership with William Hill through to 2024.
The four year extension builds on a long-standing partnership that first began in 2007. A statement released by Scientific Games confirmed that William Hill will continue to utilise its sportsbook platform, including betting engine OpenBet, as well as casino content through Open Gaming System (OGS).
Jordan Levin, group chief executive, digital for Scientific Games, stated: “By choosing Scientific Games, William Hill is reaffirming their commitment and belief in our products, services and team and sending a message that we continue to be a source of competitive advantage for global industry leaders in all regulated markets.
“We’re really building on one of our strongest relationships. The team at William Hill share an ambition to create next level player experiences and together, across sports and igaming, we’re making that a reality.”
Ulrik Bengtsson, group chief executive officer for William Hill, added: “It’s a pivotal time for sports betting and igaming providers. Scientific Games’ solutions provide us with the flexibility that is key to our growth strategy in the U.K. and Europe and we’re pleased to continue to use their products that will be provided on a flexible and modular basis to power our shared success in the years to come.”
The agreement expands on Scientific Games’ history with William Hill and builds on the technology organisations latest announcement that has seen it provide full retail and digital sports betting solutions in Pennsylvania due to a partnership with Betfred.
At the time Keith O’Loughlin, SVP of sportsbook and digital for Scientific Games, concluded: “Betfred is one of the UK’s top-performing bookmakers, and their move into the US will spark growth. Once again, a sophisticated and experienced sports betting operator has chosen OpenSports to responsibly grow its US presence with our maximum reliability, scalability, and performance.”