William Hill Looking to Dominate NJ Online Sports Betting

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On 1 September 2020, William Hill finally completed its takeover (first announced in November 2019) of CG Technology, one of New Jersey’s leading online sportsbook brands.

This follows the recent rebranding of two more of the Garden State’s online sports (Bally’s and Oceans) to the William Hill brand and the upcoming recreation of a standalone sports betting site and app exclusively for Caesars.


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The Caesars sportsbook in New Jersey is set to be relaunched and renamed as “Caesars Sportsbook by William Hill” and rebuilt using the William Hill betting platform and technology but keeping the Caesars brand and integrating the Caesars Rewards program.

William Hill Confirm the Caesars Deal

William Hill US Chief Executive Officer Joe Asher confirmed the company’s plans with Caesars about combining their sports-betting and online casino arms with this statement:

“There’s a lot of opportunity in there, and we think that we’ve got some really powerful assets in this space, so obviously it’s an ongoing subject of discussion.

William Hill always assumed Eldorado might end up owning Caesars, we’ve been riding on their coattails as they’ve been growing. Clearly, we bet on the right horse.” Asher explained.

The deal confirms the William Hill desire to compete with FanDuel and DraftKings as the biggest and heaviest hitters in the Garden State’s ultra-competitive online sportsbook market.

Even disregarding the CG Technology, Bally’s and Oceans online sportsbook takeovers, the merger between Caesars – William Hill merger will value the combined company at approximately $7 billion in a position to begin to rival the likes of DraftKings in national market valuation ($13 billion).

William Hill’s CG Technology deal will assist in taking hold of the Las Vegas sportsbook market

As a New Jersey online sportsbook, CG Technology has been simply swept up as a smaller part of a larger deal where William Hill is looking to build up its sportsbook market share in the bricks-and-mortar casino market on the Las Vegas Strip in Nevada and the famous Atlantis Casino in the Bahamas into the bargain.

The finalization of the deal – first announced in November 2019 but beset by legal wrangling – eventually came at the beginning of this month. Effective from September 1 2020, the following CG Sportsbooks were all acquired by the British sports wagering giant, William Hill Race & Sports Books;

  • The Venetian Resort
  • The Cosmopolitan of Las Vegas
  • Silverton Casino Resort
  • Tropicana Las Vegas
  • Palms Casino Resort Spa

What you should do if you had a CG Technology Sports Betting Account?

If you had a CG Technology online sports betting account, please note that William Hill evaluating all CG accounts and will determine at its discretion whether to establish a William Hill account for each CG Sports account. If William Hill does not open a new sports betting account, then William Hill will aim to promptly mail you a check for your entire CG Technology account balance.

In regards to outstanding and future CG sports wagers, William Hill will honor all active and futures wagers by either;

  • Crediting your existing or transferred William Hill online sports betting account if an appropriate account is present, OR;
  • Mailing you a check in the amount of your winnings on any wagers if an appropriate William Hill sports betting account has not been opened for any reason.

If you have a CG Technology Horse Racing pari-mutuel betting account, your entire account balance will be refunded to you by mailed check as William Hill do not offer horse racing betting in the United States.

Similarly, any CG online casino credit will be mailed to you and you will receive a check to the value of your outstanding balance.