William Hill expands Nevada sportsbook network through Terrible’s partnership

Caesars Entertainment's William Hill sportsbook subsidiary is quietly building one of the world's largest sports betting networks across rural Nevada, with plans to exceed 110 outlets pending regulatory approval. The Nevada Gaming Control Board meets Wednesday to consider nonrestricted gaming licenses for three Terrible's Casino properties in Indian Springs, Carlin and Searchlight. If approved, the Nevada Gaming Commission would likely take up the licenses at its Nov. 19 meeting.

The expansion strategy focuses on smaller towns rather than Las Vegas Strip resorts. "There are just so many little towns with, you know, three or four smaller casinos," said Eric Hession, president of Caesars Digital Operations. "Everybody thinks it's just the Strip and the big ones, the big local ones in Vegas, but they're just a ton all ar." Many outlets are automated kiosks rather than fully staffed sportsbooks, allowing William Hill to open new locations in under three weeks.

The Terrible's partnership recently kept the William Hill book at Primm Valley Resort operating after a 17-day closure. The reopened location features three kiosks, three ticket windows and 24 viewing screens adjacent to a 24-hour sports bar, plus a kiosk at Primm's Whiskey Pete's truck stop. Regulators closely monitored the Primm reopening given its position as a gateway from Southern California.

This year and last, William Hill added or expanded locations at Virgin Hotels Las Vegas, Hotel Nevada in Ely, the Verdi Grillhouse in western Nevada and Barton's Club at Jackpot on the Idaho border. The Rio hotel-casino recently completed a full renovation of its 3,400-square-foot race and sportsbook with 12 self-serve kiosks, eight racing carrels, new LED displays, upgraded seating, VIP lounge areas and a renovated adjacent sportsbook bar.

Hession said the drive to grow comes from keeping up with demand. "We think the product that we have in the brand and our marketing really resonate with the locals and we're continuing to kind of lean into it to try to secure new locations, to get expansion opportunities signed up and then, of course, to provide great service and retain the ones we have," he said.

Sources: Las Vegas Review-Journal