William Hill announces closure of three casino brands

William Hill announced on Wednesday that it was closing its EuroGrand, 21Nova and Casino Club brands following a period of review. It comes as the company looks to centralise its brand proposition. The decision has been made as the firm seeks to focus on not only the William Hill brand but also its Mr Green brand that it acquired in 2019. William Hill said: “We have taken a strategic decision to close our EuroGrand, 21Nova and William Hill Casino Club brands. This comes as part of our continuous evaluation of our brands and business footprint.” In a message sent to affiliates, Hills indicated that there are “no plans to streamline our portfolio any further.” It has been announced that no new customers of the three brands will be accepted from 29 November and those who remain will have until 24 January to play and/or withdraw their balance. Affiliate partners have been instructed to remove all marketing materials by 26 November. EuroGrand and 21Nova were launched in 2006, with William Hill Casino Club subsequently launching in 2009.