At Long Last, William Hill NJ Adds iOS App To Its Online Sports Betting Portfolio


William Hill threw its hat into the New Jersey sports betting ring on Saturday, Sept. 1. The quiet launch coincided with that of FanDuel Sportsbook, which drew more attention.

And that is curious because it was William Hill that took the first New Jersey sports bet at Monmouth Park racetrack. However, William Hill was probably right to go low profile because the first iteration of its mobile offer did not support iOS devices.

iPhones and iPads are by a small margin less popular than Android devices in the US. Android has a small lead with 54 percent of the market. So with a sports betting app only fit for just over half the market, William Hill went for a very soft launch.

We may now be about to hear a lot more, because a little over three weeks after launch, William Hill can now boast an iOS app in the NJ sports betting market. It can be downloaded directly from its site as well as the App Store.

New Jersey sports bettors have a full slate of mobile options

William Hill can now go head to head with the other mobile sports betting operators in New Jersey.

All of them except playMGM and 888 Sport now have both iOS and Android versions of their mobile apps.

Each one stands out in one way or another:

  • DraftKings — First to market, DraftKings has a linked wallet for daily fantasy sports (DFS) and sports betting, although there are some playthrough requirements before money can be transferred from one to the other. PayPal is also now a deposit option.
  • FanDuel — FanDuel operates its DFS and sports betting separately, but like its DFS competitor DraftKings, it accepts deposits through PayPal. FanDuel also runs the sportsbook at The Meadowlands racetrack, so bettors can expect a number of cross-promotions.
  • SugarHouse Sportsbook — SugarHouse developed its own unique software in partnership with Kambi. This offers a different look and feel. It has a more user-friendly navigation system than some other apps and it’s integrated with SugarHouse online casino. It accepts both PayPal and Neteller deposits and offers its own PlaySugarHouse pre-paid card.
  • Caesars — Caesars offers a combined online casino and sportsbook app, too, with a single wallet for both. PayPal and Neteller are accepted and payers have access to the Caesars Total Rewards program that offers promotions linked to its three Atlantic City casinos.
  • BetStars —BetStars is a sister brand to PokerStars NJ. To access the BetStars sports betting, iOS users have to download the PokerStars NJ app. BetStars has a number of unique features that add extra spice to its sports betting experience. Spin & Bet is perhaps the most distinctive, offering a randomly determined multiple of a bet’s potential payout.
  • PlayMGM MGM’s online brand does not have an iOS option nor a website. It’s all Android for them. At least for now. It has a tech partnership with IGT, which is no slouch in getting products to market, so Apple lovers can expect one very soon.
  • 888 Sport — While there is as yet no iOS NJ sportsbook app for 888 Sport, its entrance to the market comes with both an NJ online casino and an online poker site. 888 Sport is interconnected with 888 Casino and 888 Poker. Also partnered with Kambi, the site features a lot of the same betting options but with more sports.

To round off the list, the William Hill NJ sports betting apps for iOS and Android don’t offer support for PayPal deposits. However, they do have a deep menu structure that helps users customize their experience. William Hill has a particularly wide range of in-game sports betting options.

No more mobile apps are on the immediate horizon

Back in August, the director of the Division of Gaming Enforcement (DGE) said that it had several NJ sports betting apps in the queue for review. David Rebuck is confident that more will come in the future as potential new market entrants make up their minds.

The DGE deserves credit for getting regulatory approvals processed extremely efficiently. This has enabled almost all of these mobile sports betting operators to get operational in good time for the NFL season.

Mobile is critical to a sports betting operator’s success. In Nevada, mobile sports betting is estimated to account for around half of the market.

In the UK mobile sports betting accounts for 56 percent of all sports betting revenue. New Jersey could easily see the same numbers, especially as more and more apps join the market.

The reality is that the battleground for success in the New Jersey sports betting market will be mobile.

Image credit: Hadrian /

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Joss Wood


Though Joss Wood's primary focus is on international regulated online gambling markets, he also follows the legal New Jersey online gambling industry and writes extensively about sports betting. Previously he worked as the editor of Poker Industry Pro, worked in business and finance, and played online poker professionally for seven years.