William Hill has officially launched its sports betting app and website in Colorado, with former Denver Broncos wide receiver and two-time Super Bowl Champion Rod Smith placing the ceremonial first bet.
The development follows the operator’s entrance into the Centennial State in July, a move which was made in partnership with Isle Casino Hotel and Lady Luck Casino in Black Hawk.
Available for use across the state, the mobile app, and companion site version, built on William Hill’s proprietary platform, aims to offer sports fans a broad and deep array of markets and bet types.
William Hill now offers mobile sports betting apps in five states, namely Colorado, Iowa, Nevada, New Jersey and West Virginia, and powers the trading services for the Rhode Island Lottery mobile app.
“Colorado is home to some of the most dedicated sports fans in the country, who have been counting down the days until the NFL season begins,” said Joe Asher, CEO of William Hill US. “We share in their excitement and look forward to introducing our mobile offerings to fans across the Centennial State.”
Furthermore, the bookmaker has also announced the rollout of wide-ranging digital content and product integrations with CBS Sports; kicking-off the partnership ahead of the fantasy football season.
As a result, sports bettors and fans will gain access to newly created content and offerings, including a new parlay free-to-play game, as well as odds and data across CBS Sports Digital platforms and within editorial content and video programming. The partnership also delivers relevant educational tools such as prop and bet calculators.
“These enhanced sports betting experiences are the result of a true partnership between CBS Sports Digital and William Hill as we write a new playbook for our companies as well as the broader sports media and sports book industries,” said Jeffrey Gerttula, EVP and general manager at CBS Sports Digital.
“Together, we will continue to create maximum value for sports bettors and fans by offering completely new and exciting ways to engage with upcoming sports events.”