William Hill’s NJ Online Casino Goes Live With A Limited Game Library

Posted By Bill Gelman on October 2, 2020 - Last Updated on April 30, 2021

Take a look at the William Hill NJ sportsbook app. Are you noticing anything different about it?

We’ll even give you a hint. Look for the casino icon at the top of your screen.

That’s right. William Hill is now part of the NJ online casino market. Operating under the Tropicana AC license, the William Hill online casino platform is going through a testing phase.

Call it a very soft launch.

The iOS app includes a banner ad announcing the online casino’s arrival: “William Hill Casino is Now Live!”

The app has an extremely limited library of games. William Hill, for its part, is not making a formal announcement. However, new games and updates are on their way.

What games are available at William Hill online casino?

The answer to that question is not a lot. Yet.

At this point, any other NJ online casino app is going to have a much bigger slots selection.

As of 9 a.m. Eastern Time on Oct. 2, the William Hill casino mobile app was only showing five games:

However, the following message appears on the home screen:

“What do you think? Give us your feedback on the new casino and check back often for new games!”

On the desktop version, there are a few more games available, including a few well-known online progressive slots:

  • Starburst
  • Mercy of the Gods
  • Divine Fortune

With the casino integrated with the sportsbook app, customers will be able to access a shared wallet feature. This is not new in New Jersey online sports betting. Several online casinos share wallets and apps with sportsbooks (and vice versa).

DraftKings took a similar approach prior to launching a separate DraftKings Casino app.

Based on the statement on the landing page, it’s likely William Hill will unveil new titles at a much more rapid pace.

NJ online casinos are a hot commodity

William Hill joining the NJ online casino market comes as no surprise. The move has been rumored for months.

Go figure, the launch takes place the same week as a much bigger deal is announced. Caesars is buying William Hill for $3.7 billion.

This transaction, which is expected to close in the second half of 2021, makes a lot of sense. William Hill already operates the retail sportsbooks at three of Caesars Entertainment’s Atlantic City casinos.

Plus, the Wild Wild West casino and Harrah’s Resort recently rebranded their spaces.

William Hill is taking things a step further with an NJ online casino launch. For one, it creates cross-selling opportunities with new and existing customers.

Nobody will deny the NJ internet gaming market is on a hot streak. In August alone, online gaming revenue hit $87.7 million, good enough for a new all-time high.

And it was the fourth straight month in which NJ online casino revenue exceeded $80 million. Factor in William Hill’s established customer base on the sports betting side, and you have a recipe for success.

Clearly, every operator out there wants a piece of this extremely hot pie.

Now it’s just a matter of time, possibly days or weeks, before WH starts rolling out more and more games.

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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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