William Hill Branding Expands To Two More Atlantic City Sportsbooks

Written By Bill Gelman on September 10, 2020 - Last Updated on April 30, 2021

William Hill is doubling down on the Atlantic City casino market. As of this week, the retail sportsbooks at Bally’s and Harrah’s are officially rebranded.

Play NJ noticed the change on both websites earlier today. The new names are:

  • William Hill Sportsbook at Harrah’s Resort
  • William Hill Sportsbook at Wild Wild West

It’s the latest change as a result of the Caesars-Eldorado merger.

Joe Asher, CEO of William Hill US, commented on the recent expansion in Atlantic City:

“It’s another exciting day for William Hill as we continue to open our sportsbook locations at Caesars Entertainment properties across the country. This afternoon, we opened William Hill Sportsbooks in Atlantic City at Harrah’s Resort and the Wild Wild West. We’re counting down the hours until the NFL football season kicks off tonight and look forward to welcoming sports fans to our newest locations.”

Caesars Entertainment maintains ownership of the Wild Wild West annex.

Once Twin River Worldwide Holdings completes the sale of Bally’s, the new owner will likely move forward with retail sportsbook plans of its own.

William Hill deal includes retail, online sports betting

The William Hill footprint is growing nationally. It’s the result of a 2019 deal for William Hill to run sportsbooks at properties owned by Eldorado Resorts. Now that the merger with Caesars Entertainment is complete, the agreement applies to two additional Atlantic City casinos.

The changeover first took place at casinos on the Las Vegas Strip and is now extending to other jurisdictions.

That change also extends to Caesars’ NJ sportsbook app.

Play Nevada caught up with Asher to get some additional details about the sportsbook plans with Caesars in July.

Asher said the company will create a new sports betting app for Caesars, which is currently Caesars sportsbook. The new app will be called Caesars Sportsbook by William Hill. And it will be built using William Hill’s technology.

Plus, it will be different from the current William Hill sportsbook app currently operating under the Monmouth Park, Tropicana and Ocean Casino licenses.

One of the standout features of the new app will be the planned integration of Caesars Rewards.

Expansion gives William Hill a big lead in New Jersey

With the changeover at Harrah’s and Wild Wild West casinos, William Hill now controls four of the eight casino sportsbooks in Atlantic City. The other locations include Tropicana and Ocean Casino.

The William Hill Sportsbook at Tropicana opened in early 2019. Ocean’s sportsbook started taking bets the day the former Revel opened in July 2018.

Additionally, William Hill operates the book at Monmouth.

As such, the operator that played a major role in NJ sports betting history is now an even bigger name in the Garden State.

Are the rebranded sportsbooks at Harrah’s and Bally’s open?

The William Hill takeover of Caesars’ retail sportsbooks comes at an odd time. Go figure the deal would close in the middle of the COVID-19 global pandemic when NJ retail sportsbooks are operating at 25% capacity.

Many of the Atlantic City sportsbooks are making operating adjustments based on current state regulations. Play NJ reached out to Bally’s on Wednesday afternoon to find out about seating arrangements and operating hours for Week One of the NFL betting season.

At the time, the operator responded that the sportsbook was closed. However, AC’s largest sportsbook allows customers to reserve seats in advance online.

And as of today, and according to the Bally’s website, the new William Hill Sportsbook at Wild Wild West showcases the following operating hours:

  • Monday-Thursday: 10 a.m.-12 a.m.
  • Friday: 10 a.m.-1 a.m.
  • Saturday: 9 a.m.-1 a.m.
  • Sunday: 9 a.m.-12 a.m.

Harrah’s shows similar hours of operation for its sportsbook. And both note the following health and safety rules:

  • Masks are required at all times when not eating or drinking.
  • Customers must maintain six feet of social distancing.
  • Standing at the bar is not permitted. Only seated patrons will be served.
  • Food and drinks are not permitted in either sportsbook. Patrons must eat or drink at a restaurant or bar or in hotel rooms.

Customers should contact the properties directly for seating information and reservations.

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Bill Gelman

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and now NJ sports betting and online gambling.

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