Caesars shutters William Hill US brand amid sportsbook app upgrade

Caesars Entertainment has launched its new Caesars Sportsbook brand alongside a new mobile app and multi-million-dollar marketing campaign. Caesars Sportsbook will combine all the company’s existing assets, including the former William Hill US business, under one brand and one mobile sports betting app, which integrates with the Caesars Rewards loyalty program. The sportsbook has also been upgraded with more ways to earn Caesars Rewards points and a new mobile interface designed to be easier to use.

EGR understands the William Hill US identity will be dropped, except in states where brick-and-mortar William Hill sportsbooks have been built, where the brand identity will now transition to Caesars Sportsbook by William Hill. However Caesars has confirmed sportsbooks outside of Caesars-owned resorts will remain as William Hill, with Hills Nevada-geolocated gambling app remaining under the guise of William Hill. Caesars CEO Tom Reeg said he was excited to launch a new marketing campaign for Caesars Sportsbook, the first to go live since its £2.9bn takeover of William Hill in April. “The rebranded and upgraded offerings for our Caesars Sportsbook will provide customized offers, flexible limits, a wide range of betting lines, and an intuitive user experience,” Reeg explained. The Caesars Sportsbook app operates on Liberty, the company’s proprietary tech stack, and is currently live in eight US states.

Today the Caesars Sportsbook announces that it is rebranding their William Hill app in Washington, DC and Virginia with the new Caesars app. Get ready for new ads starting today. Coming soon to Maryland. You're restricted in DC to the area around the Capital One Arena. pic.twitter.com/S3vNxu1WtF

— Talk Nats (@TalkNats) August 2, 2021

These include Colorado, Indiana, Iowa, Michigan, New Jersey, Tennessee, Virginia, and West Virginia with the brand also set to launch, pending regulator review, in Arizona, Maryland, and Louisiana. In markets where bettors are required to be at or near a Caesars Sportsbook retail location to register (Illinois, Nevada, and Washington, DC), bettors will now gain access to the new Caesars Sportsbook by William Hill app. Caesars Digital co-president Eric Hession highlighted the operator’s desire to place the sportsbook at the center of the experience for bettors. “We understand that we need to be nimble, we need to give bettors what they want in terms of depth of odds and breadth of sports, and we need to make our app easy and fun to navigate,” Hession explained. “But beyond that, we want to treat every Caesars Sportsbook player like a Caesar and that means generous offers and a way to earn through Caesars Rewards,” he added. To jumpstart the growth of the new app, Caesars has premiered a national advertising campaign called “We are all Caesars” fronted by actor-comedian JB Smoove. The campaign comprises a number of TV and online videos as well as in-print promotional material. Hollywood actor Patton Oswalt also features in the campaign as Carl, an avid Caesars Sportsbook user. In tandem with the campaign, a Caesars Sportsbook will also be launched outside the company’s casino and resort destinations including the Capital One Arena, Monmouth Park Racetrack, and the Mountaineer Casino and Resort.