William Hill is in the process of fading out of the NJ sports betting spotlight as it is being rebranded as Caesars Sportsbook.

Call it the culmination of Caesars Entertainment completing the purchase of William Hill and merging the two names into a new product.  The company sent out a press release early Monday morning to announce a national marketing campaign.

And it even includes a TV spot featuring actor J.B. Smoove from the HBO hit comedy Curb Your Enthusiasm.

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Building up the new Caesars Sportsbook

Keep in mind, Caesars Sportsbook is far from a new player to the NJ sports betting game. It’s actually been available to Garden State bettors since September 2018.

The new mobile experience offers “unprecedented promotions, new product features, along with integration with Caesars Rewards, the largest customer loyalty program in the industry.”

Basically, it’s a multi-million dollar comprehensive marketing campaign. And it’s being rolled out just in time for the NFL betting season.

According to the release, this is the culmination of a drive to “create a best-in-class sports betting experience befitting the nation’s largest gaming operator.”

Tom Reeg, CEO of Caesars Entertainment, said the company is excited about launching the new comprehensive marketing campaign.

“The rebranded and upgraded offerings for our Caesars Sportsbook will provide customized offers, flexible limits, a wide range of betting lines, and an intuitive user experience,” said Reeg. “Caesars Sportsbook also brings players into an empire of play where, win or lose, every wager gives them more through our award-winning Caesars Rewards.”

What happens to William Hill NJ sportsbook?

Well, at some point this week, NJ bettors will be sent directly to the new Caesars Sportsbook.

Customers who tried accessing the William Hill Sportsbook via web browser on Monday morning found this Caesars welcome message:

Android users noticed the Caesars branding on the William Hill app. However, iOS users still noticed the latter name when opening the app.

More about the Caesars Sportsbook app features

So what do we know about the new Caesars Sportsbook?

The platform operates on Liberty, which is Caesars Entertainment’s owned and integrated tech stack. The bigger deal, however, is how every wager will earn users Caesars Rewards.

And it doesn’t matter if it’s a winning or losing ticket.

Those tier and reward credits can be redeemed online or in-person at Harrah’s Resort, Caesars, or Tropicana in Atlantic City.  They also are good for any of the 50 Caesars Entertainment destinations, across 16 states, Las Vegas Strip included.

The potential perks include:

  • Free play
  • Dining
  • Getaways
  • Specially curated sports and entertainment experiences

Caesars eying bigger slice of sports betting pie

When it comes to NJ sports betting, FanDuelDraftKings, and BetMGM are the market leaders. If we’re talking big four, add the former William Hill to the list.

The rebranding now gives Caesars a much larger slice of the NJ sports betting revenue. New Jersey, not Nevada, is the top mobile sports wagering market in the nation.

Just look at the year-to-date numbers through June. Total handle, which includes retail, sits at $4.9 billion and counting.

Sports wagering revenue comes in at $368.3 million.

In a mature market like New Jersey, building a strong customer base is key. Don’t be surprised if several more NJ sports betting apps launch sometime during the 2021 NFL season.

The Caesars team is more focused on offering NJ bettors the best user experience possible.

Eric Hession, co-president of Caesars Digital, says: “We want to treat every Caesars Sportsbook player like a Caesar.”

“We understand that we need to be nimble, we need to give bettors what they want in terms of depth of odds and breadth of sports, and we need to make our app easy and fun to navigate,” said Hession

What about the NJ retail sportsbooks

Anyone who frequents Garden State retail sportsbook locations is well aware the William Hill name is a prominent one.

Out of the 12 retail books around the Garden State, five of them have the William Hill branding.

This will of course be changing.

Besides the three AC casinos, there are William Hill sportsbooks at Monmouth Park and Ocean Casino Resort.

According to the press release, the former will be rebranded as a Caesars Sportsbook.

As far as Ocean Casino goes, the William Hill name is staying for now. But don’t expect it to last.

About

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and world championship boxing at Boardwalk Hall. He is now adding NJ sports betting and online gambling to the mix.