William Hill and Affinity Gaming forge long-term sports betting partnership

LAS VEGAS -- (PRESS RELEASE) -- William Hill plc has entered into a long-term agreement to operate the sports books of the Affinity Gaming properties throughout Nevada following its acquisitions of Brandywine Bookmaking and Club Cal Neva. William Hill received a Nevada gaming license on June 21.

Under the terms of the deal, William Hill will make significant capital investments in the race and sports books across Affinity Gaming’s Nevada casinos, with Terrible’s Hotel & Casino in Las Vegas and Buffalo Bill’s Resort & Casino in Primm undergoing major upgrades.

In addition, William Hill will provide Affinity Gaming customers access to its cutting edge technology, including its mobile sports wagering application. It is the only app approved in the State of Nevada for use on iPhone, iPad, Android and BlackBerry devices. William Hill will also install self-service wagering kiosks at the Affinity Gaming properties.

“We have developed strong relationships with the Affinity Gaming team, providing a first-class betting product and collaborating on creative marketing programs, and we look forward to expanding the partnership,” said Joe Asher, William Hill U.S. CEO. “We will be investing in these properties, bringing in new customers and enhancing the customer experience through our wide ranging betting product and technology.”

“We look forward to being partners with William Hill and believe this leading-edge technology platform will enhance our customers’ experience and be a welcomed point of differentiation,” said David Ross, CEO of Affinity Gaming. “Additionally, the prospects of cross-marketing as well as leveraging William Hill’s online capabilities are potential future opportunities for both firms to create long-term shareholder value.”