William Hill brand closures form ‘part of our continuous evaluation’

William Hill 888

William Hill has detailed the impending closure of a trifecta of the group’s online casino entities, with the company stressing that the strategic decision was made as part of a “continuous” brand evaluation.

The gambling group has confirmed that the brands in question are Eurogrand, 21 Nova and William Hill Casino Club, with the closure also detailed in an email communication to affiliates.

Here, William Hill says that following a “period of review” the company is to “focus on our William Hill and Mr Green brands,” adding that there are “no plans to streamline our portfolio further and we remain committed to our core brands”.

In the email, the firm discloses that it will remove all marketing material for the trio on Friday 26 November, before ceasing to accept new customers from Monday 29 November.

Following this, customers will have until Monday 24 January, 2021, to play or withdraw the remaining balances, before Eurogrand, William Hill Casino Club and 21Nova no longer offer services or products. Affiliates are asked to remove all promotions related to the three “with immediate effect”.

Confirming the move, a William Hill spokesperson said: “We have taken a strategic decision to close our Eurogrand, 21 Nova and William Hill Casino Club brands. This comes as part of our continuous evaluation of our brands and business footprint.”

Earlier this year, 888 CEO Itai Pazner hailed the £2.2bn transformative deal that the online gaming firm struck with Caesars Entertainment to buy the non-US business of William Hill.

The transaction will net the US casino operator proceeds of approximately £835m or $1.2bn, and is expected to close during the first quarter of 2022, subject to receipt of shareholder and regulatory approvals.

Caesars announced the delayed completion of its $4bn (£2.9bn) acquisition of the company on April 22, 2021, and maintained that the sale of these assets would follow.