William Hill Rebrands As Caesars Sportsbook By William Hill In Illinois

Caesars Sportsbook by William Hill is the new brand name for the former William Hill Sportsbook in Illinois. This change, which was anticipated for a while, was implemented just in time for the football season.

On Monday morning, users of the Illinois sportsbook who have a William Hill account were sent an email with the subject line, “You Deserve an Upgrade, Emperor.” The content of the email is as follows:

We are thrilled to inform you that your existing William Hill app is soon transitioning to the Caesars Sportsbook by William Hill. This implies that, starting tomorrow, we will all be identified as Caesars. The revamped Caesars Sportsbook by William Hill app will offer you a majestic experience, allowing you to reign over every sports moment right from your hand.

When your William Hill app is updated and the new Caesars Sportsbook app logo – the goblet – is visible, you can rest assured that your journey as a Caesar has started. Ours is the only sportsbook app that has Caesars Rewards®, ensuring that you accumulate both Caesars Rewards® Tier Credits and Rewards Credits with every bet, regardless of the outcome.

There is no cause for concern regarding your existing William Hill user information. Your login details, account information, account balance, and any open bets will all stay unchanged.

Prepare to upgrade your current William Hill app to the new Caesars Sportsbook by William Hill app tomorrow. But, if you have automatic updates enabled, you won’t need to take any action. Simply relax, enjoy the games, and experience the high life with Caesars.

Emperor, your app is nearly ready.

The app will be named Caesars Sportsbook in the majority of states. However, in states that require in-person registration, like Illinois, it will be known as Caesars Sportsbook by William Hill.

Why is William Hill becoming Caesars?

Since the finalization of their acquisition of William Hill in April, Caesars Entertainment has been transparent about their plans to rebrand William Hill properties.

In a press release on Monday, Tom Reeg, the CEO of Caesars, stated:

“We are thrilled to announce the launch of our revamped marketing campaign for Caesars Sportsbook. This rebranding and upgrading of our Caesars Sportsbook services will feature personalized offers, adaptable limits, a broad array of betting lines, and an easy-to-use interface. Caesars Sportsbook invites players into a realm of play where each wager, regardless of the outcome, rewards them through our acclaimed Caesars Rewards program.”

Caesars is embracing the concept that “every bet earns”, whether it wins or not. This is due to the sportsbook being linked to the rewards program.

In the sports betting market of Illinois at least, William Hill didn’t exactly have a spectacular start.

Maybe the rebranding could stimulate its user base. However, Caesars faces a challenge in Illinois with in-person registration, a problem not encountered in most states.

How has William Hill performed in Illinois?

In Illinois, six online sportsbooks exist. Consistently, William Hill has ranked last in terms of monthly income and turnover.

In May, William Hill recorded a net revenue of $-128,245. Although it’s not common for the company to lose money monthly, it ranks last among the six mobile sportsbooks in Illinois.

Additionally, in May, its handle was only $9.1 million. The total sports betting handle for Illinois that month was $507.3 million. Therefore, William Hill only held a 1.8% market share, which is in line with previous months.

While the rebranding and product enhancements are likely to engage some users, it’s important to note that Illinois already has physical sports betting registration. Therefore, it’s unlikely to instantly draw a large influx of new customers in Illinois.

That being said, in-person registration is not going to last forever. Considering the long-term perspective, Caesars’ substantial investment in sports betting should ultimately yield returns in Illinois.

However, due to state policy, the progress will have to be slower than in other markets.