William Hill And SG Further Cement Long-Standing Partnership

William Hill and Scientific Games have announced a four-year extension of their current collaboration with the sportsbook network, building on a long-standing relationship that started first in 2007.

A statement released Friday morning by Scientific Games indicated that William Hill would continue to use its Open Gaming System (OGS) sportsbook platform–including OpenBet betting engine–and casino content.

As the lead sportsbook platform,’ OpenSports’ Scientific Games will allow the traditional sportsbook to function more rapidly and flexibly, including the ability to deploy proprietary products across multiple jurisdictions across Europe.

Scientific Games, Group Chief Executive, Digital, Jordan Levin said: “By choosing Scientific Games, William Hill is reaffirming their commitment and belief in our products, services and team and sending a message that we continue to be a source of competitive advantage for global industry leaders in all regulated markets.

“We’re really building on one of our strongest relationships. The team at William Hill share an ambition to create next level player experiences and together, across sports and iGaming, we’re making that a reality.”

Ulrik Bengtsson, CEO of the Group at William Hill, commented: “It’s a pivotal time for sports betting and iGaming providers.

“Scientific Games’ solutions provide us with the flexibility that is key to our growth strategy in the U.K. and Europe and we’re pleased to continue to use their products that will be provided on a flexible and modular basis to power our shared success in the years to come.”


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About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.