Straight off the back of William Hill making a play to completely take over sports betting in the Garden State, and being taken over by Caesars shortly thereafter, William Hill slyly launched their New Jersey online casino with little fanfare nor formal announcement. One day last week when logging onto the online sportsbook, a small William Hill online casino icon suddenly appeared on the online sportsbook. Operating under their Tropicana Casino Atlantic City license, the William Hill online casino is undergoing a testing phase in New Jersey. Significantly, it is possible to use the same bankroll and access both the William Hill sportsbook and online casino through a single platform just like DraftKings and others have done previously in New Jersey. Significantly, it is possible to use the same bankroll and access both the William Hill sportsbook and online casino through a single platform just like DraftKings and others have done previously in New Jersey. The William Hill online casino app version launched with a very limited number of games; Blackjack Casino Hold’Em Poker European Roulette American Roulette Single Deck Blackjack On the desktop version of the William Hill online casino, a few more game options were unleashed, in particular a range of online slots from leading Swedish online casino games developer, NetEnt, including; Iconic NetEnt slot, Starburst Mercy of the Gods and; NetEnt’s millionaire-making online progressive jackpot slots, Divine Fortune. However, the following message appeared on the William Hill online casino homepage; “What do you think? Give us your feedback on the new casino and check back often for new games”. Moving forward under the Caesars ownership, William Hill will possibly focus on expanding its dual-branded footprint in every single state that currently supports the legal online sportbooks/casinos combination. Look for Pennsylvania to be one of next launches for the William Hill sportsbook/online casino platform, with Michigan another potential target for the leading online gaming provider. Could BetFred beat Caesars’ offer for William Hill at the last minute? It’s understood that the Caesars/William Hill partnership is already a done deal. However, coming immediately after the launch of the William Hill in the Garden State, news has begun to filter through that the U.K. gaming giant, BetFred could be looking to make a play for William Hill before the Caesars offer has fully completed regulatory requirements. The opening of the online casino in New Jersey has definitely added extra value to the William Hill US suite of products. BetFred founder Fred Done, the second-largest William Hill shareholder after Caesars could be looking to top the Caesars bid after it became apparent that Caesars may look to offload William Hill’s European and U.K. businesses. Gaming Industry analysts estimate that William Hill’s European operations alone are worth between $2 billion to $4.5 billion, confirming the thought that Caesars are not offering enough for the sportsbook firm. If the William Hill U.K. and European interests are to be sold off separately, then it is rumoured that 888Sport could put up their hand to launch a bid. Currently, William Hill has 170 betting stores located across 13 different U.S. states. Sports betting outside of the state of Nevada only became legal in 2018 and taking control these shops would allow either Caesars or BetFred to become a major new U.S. sports betting market player. While it is continuing to expand with increased sports betting legalization, William Hill has already cornered one third of the market before the winds of change of legalization hit fully. Whichever way you look at it, the launching of an online casino in the United States’ single largest online betting market in New Jersey is certainly adding significantly more to the already hefty William Hill online sportsbook price tag.