Gambling in the USA
CBS Sports and William Hill Announce Official Partnership
William Hill to Be Exclusive Sports Book & Wagering Data Provider of CBS Sports Digital
Strategic Partnership Extends CBS Sports’ Digital Leadership in Providing Sports Betting Content and Increases William Hill’s Reach to Millions of Sports Fans and Fantasy Players
CBS Sports and William Hill, America’s leading sports book operator, today announced a strategic partnership that makes William Hill the Official Sports Book and Wagering Data Provider across all CBS Sports platforms. The deal will reimagine fan engagement through a unique integration of sports betting, media, product and technology. The partnership will tip off with initial integrations in March on CBS Sports digital platforms, with a full rollout planned for the fantasy football season.
The partnership extends CBS Sports’ digital leadership in the sports betting space and allows for the creation of even more relevant content across its wide array of platforms. CBS Sports will utilize William Hill’s odds, experts and more than 140 sports books to bolster its current digital offerings, delivering deeper information and programming produced from William Hill sports books across the country, and further engaging sports bettors and fans. In addition, the partnership includes opportunities to feature William Hill data, odds and markets across CBS television programming.
William Hill will receive exclusive rights to promote its brand across CBS Sports’ broad range of digital properties, including through CBS Sports Fantasy, one of the largest fantasy platforms in the world, resulting in highly efficient customer acquisition for the sports betting company.
“We’re thrilled to launch this momentous partnership, which will allow us to deepen our investment and further extend our leadership in delivering multi-platform sports wagering content, while providing William Hill with unprecedented reach for their market-leading betting platform as they continue to grow their industry-leading U.S. business,” said Jeffrey Gerttula, Executive Vice President and General Manager, CBS Sports Digital. “The power of our distribution, combined with the strength of our brands and the expertise of William Hill, has us well positioned to tap into the explosive growth of the legal sports betting industry in the U.S. Together, we will deliver even more value to this rapidly growing segment of sports fans.”
“CBS Sports, similar to William Hill, has a longstanding history of connecting fans directly to the biggest events and most iconic moments in sports,” said Joe Asher, CEO of William Hill US. “We are excited about this partnership, with assets including mass-reach digital content products, one of the largest fantasy sports databases and platforms in the world, and leading sports television programming, which will allow us to expand the William Hill brand across America quickly and efficiently.”
CBS Sports Digital is the second-largest sports property in the U.S. with more than 80 million users per month across its sites and apps as well as tens of millions of followers on social platforms. CBS Sports Digital offerings include SportsLine, the dedicated subscription platform for game picks and predictions that has seen strong subscriber growth in recent years; CBSSports.com; 24/7 streaming network CBS Sports HQ, which features the nightly SportsLine show focused on sports betting and delivered triple-digit viewership growth in 2019; CBS Sports Fantasy; CBS Sports apps; and 247Sports.
Powered by a heritage that dates back to 1934, William Hill established its U.S. presence in Las Vegas in 2012 and has grown to become America’s leading sports book operator by differentiating itself from the industry as an innovative pioneer in sports betting. Following the U.S. Supreme Court’s decision that overturned PASPA in 2018, William Hill has led the United States expansion of sports betting and now has operations in 10 states. The company currently accepts one out of every four sports bets placed in the U.S.
Financial terms of the deal are not being disclosed.
About William Hill:
William Hill PLC is one of the world’s leading betting and gaming companies, employing over 12,500 people. Its origins are in the UK where it was founded in 1934, and where the company is listed on the London Stock Exchange. With headquarters in London and Leeds it has a national presence of licensed betting offices in Great Britain and is one of the country’s leading online betting and gaming services. In 2012, it established William Hill US with a focus on retail and mobile operations in Nevada, which is now the largest sports betting business in the USA. William Hill US (www.williamhill.us) currently operates 114 race and sports books in Nevada and the state’s leading mobile sports betting app. In New Jersey, William Hill is operating at Monmouth Park Racetrack, Ocean Resort Casino, Tropicana Atlantic City, and online with the William Hill New Jersey sports betting app. William Hill also is operating sports books in Indiana, West Virginia, and Iowa; a race book in Florida; and online with the William Hill Iowa sports betting app. William Hill is a licensed sports betting provider in numerous casinos in Mississippi and New Mexico, and serves as the exclusive risk manager for the Delaware and Rhode Island sports lotteries. In October 2019, William Hill signed an agreement with Monumental Sports & Entertainment to build and operate a sports book at Capital One Arena in Washington D.C., subject to regulatory approval. William Hill has licensed operations in The Bahamas, Italy, Spain and Sweden and serves online customers in the UK, Ireland and throughout the world from its digital hubs in Gibraltar and Malta. In February 2019, it completed the acquisition of MRG Group, acquiring the Mr Green and Redbet brands, and with it an expanded pan-European footprint in faster growing online betting and gaming markets.
SOURCE William Hill US
2026 Indian Gaming Tradeshow & Convention
BMM Innovation Group to Advise Tribal Leaders on Compliance, Cybersecurity and Training at IGA 2026
BMM Innovation Group, an international technology firm offering compliance testing, cybersecurity, and training services for the regulated global gaming sector, today declared its backing and involvement in the 2026 Indian Gaming Tradeshow & Convention (IGA) from March 30 to April 2 at the San Diego Convention Center. With its three leading brands, BMM Testlabs, BIG Cyber, and RG24seven Virtual Training®, BIG maintains its enduring dedication to supporting Tribal regulators, suppliers, and operators throughout North America.
The BMM Innovation Group serves as a sponsor for the show, highlighting its evident and continued commitment to the Tribal gaming community. The Company is dispatching representatives from BMM Testlabs, BIG Cyber, and RG24seven Virtual Training to engage with Tribal leaders and industry partners during the event.
BMM Chief Government and Regulatory Officer Travis Foley said, “Tribal gaming has always been central to BMM’s story. We are honored to support the Indian Gaming Association and to continue working alongside Tribal suppliers, regulators, and operators to strengthen compliance, protect players, and support sustainable growth across Indian Country.”
At the conference, BIG specialists will participate in multiple key educational sessions aimed at assisting Tribal gaming organizations in enhancing operations, security, responsible gaming, and human resources:
- Peter Nikiper, Director-Technical Compliance, will deliver Level III Commissioner Training on Network Risk Assessment, helping regulators better understand today’s evolving technology risks.
- Heather Lee, Senior Director of Sales at BIG Cyber, will moderate the panel Cyber Defense Fundamentals: Protecting the Gaming Enterprise, focused on practical strategies to strengthen cybersecurity readiness.
- Wendy Anderson, CEO of RG24seven Virtual Training, will speak on the responsible gaming panel, Innovate. Protect. Heal: The Future of Tribal Problem Gambling Prevention Begins Here, and will also moderate the HR-focused session, Workforce Sustainability: Building Talent Pipelines That Actually Hold.
BMM Innovation Group provides Tribal gaming organizations an all-encompassing range of services via BMM Testlabs, BIG Cyber, and RG24seven Virtual Training, which includes product testing and certification, cybersecurity safeguards, and compliance-focused virtual training tailored for gaming staff.
The post BMM Innovation Group to Advise Tribal Leaders on Compliance, Cybersecurity and Training at IGA 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Fredrik Liljewall CEO at PlayStar
Strive Gaming Partners with PlayStar Casino to Expand Presence in New Jersey
Strive Gaming, the contemporary multi-state, multi-tenant platform provider designed for the North American market, has unveiled a new collaboration with prominent online casino operator PlayStar.
According to the agreement, Strive will offer its top-tier PAM technology, aiding PlayStar’s ongoing expansion throughout North America. PlayStar is set to transition its New Jersey operations from its existing player account management (PAM) provider to the Strive platform, with subsequent launches planned in more regulated areas, such as Ontario and Alberta in Canada.
PlayStar chose Strive after a comprehensive assessment as it sought a platform partner that could facilitate its long-term goals throughout North America. Strive’s exclusive emphasis on the U.S. market, along with the robustness and scalability of its technology, distinguished it as the obvious partner of choice.
Max Meltzer, CEO at Strive Gaming, said: “PlayStar is a highly ambitious operator with a clear vision for building one of the leading casino brands in North America. They were looking for a platform partner that understands the realities of operating in the U.S. and Canada and can support them as they scale across multiple regulated markets.
“Our focus on North America, combined with the strength and flexibility of our platform, made this a natural fit. Both companies are on strong growth journeys and share similar ambitions for the region, so we’re excited to support PlayStar as they continue to expand.”
PlayStar Casino has quickly established itself as one of the success stories of the regulated North American casino market. The company has successfully built meaningful market share and a strong player following. Partnering with Strive marks the next stage in its growth strategy as it looks to expand further across North America.
Fredrik Liljewall, CEO at PlayStar, added: “As we continue to scale our presence across North America, selecting a platform partner with a strong regional focus and the ability to support our long-term ambitions was critical.
“Strive’s technology, deep understanding of the North American market, and collaborative mindset made them the clear partner for PlayStar. We look forward to working closely together as we migrate our New Jersey operations and expand into additional jurisdictions, including Canada.”
This partnership marks another important milestone for Strive Gaming, which now supports more B2B PAM customers in the U.S. than any other platform provider. The addition of PlayStar further strengthens Strive’s growing portfolio of operators and reinforces its position as a supplier of choice for ambitious brands looking to launch and scale in the North American market.
The post Strive Gaming Partners with PlayStar Casino to Expand Presence in New Jersey appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
PENN Entertainment Inc. has announced that it expects to open the new land-based Hollywood Casino Aurora to the public on Wednesday, June 24, pending customary regulatory approvals. This will be the second all-new PENN property to open in the Chicagoland region following the grand opening of the land-based Hollywood Casino Joliet in August 2025.
The new $360 million entertainment destination is being developed across from Chicago Premium Outlets, located near Interstate-88 in Aurora. The state-of-the-art property will feature a luxurious hotel, more than 1200 gaming positions, a retail sportsbook, outdoor entertainment area, full-service spa, premium bars and restaurants, a 12,000 square foot event center and approximately 1700 parking spaces. The Company expects to employ approximately 700 team members at the new casino, which nearly doubles PENN’s existing employee roster in Aurora.
“We are now months away from opening another premium entertainment destination in the greater Chicago region. We are thrilled to follow the successful rollout of Hollywood Casino Joliet last summer with another new land-based property, strengthening our overall retail portfolio in the Midwest and deepening our roots in the community,” said Jay Snowden, CEO and President of PENN Entertainment.
Hollywood Casino Aurora will feature an upscale 226-room hotel offering a variety of standard rooms and suites, as well as a beauty and wellness space, Drift Spa.
The new property will also be outfitted with numerous world class dining experiences for guests to enjoy. As previously announced, PENN has partnered with celebrity chef and entrepreneur Giada De Laurentiis to open Sorella by Giada. The Italian-California fusion restaurant will offer approximately 170 seats for indoor and outdoor dining, a contemporary bar and private dining options.
Boulevard Food & Drink Hall, operated by McClain Camarota Hospitality (MCH), will include Lucky Goat by celebrity chef Stephanie Izard; Five50 Pizza, a pizza concept from the renowned chefs at MCH; and Chicago favorites Antique Taco and Pretty Cool Ice Cream. Additional restaurant partners that will be unique to Aurora’s Boulevard Food & Drink Hall will be announced in the coming weeks.
“These popular restaurateurs will provide our customers with amazing dining options at the new Hollywood Casino Aurora. Together with our hotel, event center, spa and additional amenities, patrons will experience a vibrant atmosphere at this new area attraction,” said Rafael Verde, Senior Vice President of Regional Operations at PENN Entertainment.
The 12,000 square foot event center will be equipped to host a variety of events, including meetings, conferences, weddings, galas, entertainment and more. Entertainment bookings are already underway, and the first public events will be announced soon.
Additional details related to the grand opening of the new casino will be provided in advance of June 24. The Company expects to work with the Illinois Gaming Board on the transfer of operations from the existing Hollywood Casino Aurora, which is located on the Fox River in downtown Aurora, to the new landside facility as the opening date nears.
In conjunction with this $360 million project, PENN expects to receive $225 million in funding from Gaming and Leisure Properties Inc. near the project’s opening, at a 7.75% capitalization rate. By the end of the year, the Company also expects to receive the remaining $21 million of the $50 million in funding being contributed by the City of Aurora by year end.
The post PENN to Open the New Hollywood Casino Aurora to Public on June 24 appeared first on Americas iGaming & Sports Betting News.
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