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Two massive online gambling acquisitions in two years

  • by Stelly in Industry
  • October 9, 2020 | Last updated: October 19, 2020

Two online gambling acquisitions have taken place, proving that sports betting is on the increase, globally.


If you ever wondered if online gambling was on the up and up, you needn’t question it anymore. Even with the state of the economic world in the midst of a global pandemic, online gambling business does not seem to slow down in the least.

Business deals are still thriving and it seems that a massive online gambling acquisition is about to go through yet again in the sports betting industry. This will see Caesars Entertainment in the USA buy Britain’s iconic William Hill brand.

This will stand as the second major online betting brand acquisition in the last two years after StarsGroup’s buyout of SkyBet in 2018. The latest one is set to change the landscape of sports betting in both the United States and Great Britain dramatically, though in very different ways.

StarsGroup secures supremacy in Britain

The gaming magnate, Flutter Entertainment now owns the StarGroup. Their acquisition of England’s favourite betting brand, SkyBet, for $4.7 billion brought them an avenue for great diversity back in 2018. It helped secure a firm edge in the sports betting industry that is so prevalent in Europe while providing top casinos and poker room entertainment options which would strengthen the brand as well.

The buyout came only a year before massive regulatory changes to betting shops in the country. Fortunately, Skybet operates exclusively online and was not as affected as other competitors like William Hill, who shut over 700 betting shops as a result of maximum stake limits imposed upon their land-based games.

The Skybet acquisition firmly cemented Flutter Entertainment as one of the three leading betting brands in Europe with William Hill and GVC (Ladbrokes) as close rivals.

Caesars set to monopolise the USA

Caesars Entertainment has moved to take advantage of William Hill’s British hardships by placing a massive $3.7 billion offer on the table to acquire the brand, in view of expanding their US betting initiatives.

Sportsbetting has been legalised in multiple states in America, which has sprung forth a rapidly growing marketplace. Caesars Entertainment Group seeks to Monopolise this expanding industry by buying William Hill, which already owns 80% of the betting market in the country.

They seek to integrate the American arm under their banner but could sell or auction the UK assets. Apollo Group seems interested in that deal.

William Hill shares spiked recently at the news that there where two buyers at the table, including Caesars and Apollo. The board favours the Caesars offer, and so it seems that is the deal that will go through.

The shares hit a two-year high of 312 pence on Friday after the British company announced the offers. At this rate, shareowners can look to get back around 272 pence per share upon takeover of the US company.

October's latest news show that the interest in William Hill's international assets is still high and now more attractive than ever. Itai Pazner, CEO of 888,  demonstrates interest in a potential deal. If the assets are available after the multi-billion-pound takeover by Ceasars Entertainment, we could be witnessing a new breaking story in the gambling industry.

Two giant acquisitions - Worlds apart

While both the acquisition of SkyBet and William Hill provides industry-shaking news, it is an indicator that sports betting is on the rise across the Western world. While it has been a massive business in Europe for ages, Caesars seeks to use that experience in William Hill to ensure that the growing market in the States reaches the same heights and grandeur as that once experienced in England.

SkyBet was a more expensive acquisition, but the purchase of William Hill may prove to be the deal to watch, as the potential in the up-and-coming market is set to be limitless at this point.

Of course, if Caesars does decide to sell off the UK wing of the company, other contenders might position themselves to compete for dominancy in England. Either way, the British betting landscape is in for a major change, which is quite an exciting prospect for the betting public.

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