William Hill Quietly Introduces New Jersey Sports Betting Mobile App

Written By Grant Lucas on September 4, 2018 - Last Updated on April 30, 2021

DraftKings Sportsbook became the first to offer a mobile sports betting platform in New Jersey. And naturally that led to many wondering when its chief daily fantasy sports competitor FanDuel might do the same.

It’s a reasonable train of thought: After all, for years, DraftKings and FanDuel went toe-to-toe in trying to outduel the other to become the market leader. And while FanDuel Sportsbook did, in fact, roll out its mobile operation on Saturday, another NJ sports betting provider snuck in with its own product.

Because why let FanDuel Sportsbook grab all the headlines?

Seemingly simultaneous with FanDuel’s soft launch, William Hill US did the same after receiving the green light from the NJ Division of Gaming Enforcement Saturday night. Like its same-day counterpart, William Hill’s app, by regulation, is limited to a small group of customers during a five-day soft launch.

Checking out the William Hill app

The American arm of the major British bookmaker, William Hill US rolled out its app just in time for football season.

Adorned in William Hill’s traditional blue, gold, and white color scheme, the app is easy to operate and user-friendly. Sports range from football, basketball, and baseball to auto racing and boxing.

Bettors can go the traditional route by wagering on individual games or laying money down on props and futures. They can also use in-play wagering to follow the action and maximize bets per game.

Menus run deep within the William Hill NJ app but begin simply, as a range of tabs separates sports. Under each sport, however, are daily lists of games played that day as well as in-play and futures bets available.

Though only available on Android for the time being, certainly iOS users should be on the lookout once the test period concludes. Additionally, during the soft-launch phase, the mobile app is “operating under restricted opening hours,” per a notice within the app.

Getting a foot in the door

Legalized sports betting in the Garden State has only been around for two and a half months, as the first regulated wagers were placed June 14. Interesting note: The Monmouth Park Sports Book By William Hill was the first to accept bets in New Jersey.

That partnership, William Hill with Monmouth Park, has existed for years.

The former racetrack cafeteria opened in 2013. During New Jersey’s years-long court battle to legalize sports betting, William Hill proved loyal to its partner. And it paid off. In June and July, the sportsbook reported $3,135,446 in revenue — tops among the five facilities open during that time.

Two weeks after opening its book at Monmouth, William Hill made another debut. Its second NJ partner, the new Ocean Resort Casino, opened June 28. Centerstage on the casino floor is the expansive William Hill Sports Book @ Ocean Resort. In July, the sportsbook hauled in $1,036,766 in revenue for the second-most among five operators that month.

Perhaps we should have expected William Hill to enter the mobile market. After all, earlier last week, the company’s existing Nevada sports betting product added an “NV” to its title, signifying another app was on the way.

Indeed it was, as William Hill’s NJ product brings the number of mobile wagering operators to five along with the following:

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Grant Lucas

Grant Lucas is a longtime sportswriter who has covered high school, collegiate, and professional levels. A graduate of Linfield College in McMinnville, Grant now focuses his attention on the growing NJ online gambling and sports betting scene.

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