William Hill shutters Ontario operations amid regulated launch plans
Canada-based division orders affiliates to cease marketing to provincial players
William Hill has emailed its affiliates in Ontario asking them to cease operation in the market for the time being ahead of an application for a license in the Canadian province.
In an email seen by EGR, Hills confirms the decision follows a period of review, with a license application with the Alcohol and Gaming Commission of Ontario (AGCO) currently underway.
“Kindly note that as of today, we are no longer accepting new registrations from Ontario. Although there is not a date for completion, we expect to re-enter the market in the coming months,” the email to affiliates states.
“We are currently promoting our products in the rest of Canada (excluding Ontario), so we kindly ask you to not send traffic to Ontario as of yet,” it adds.
Under Ontarian igaming and sports betting regulations, prospective operators seeking licenses are required to cease all marketing to players in the province as a condition of application.
Prospective licensees must also terminate all association with any other company that operates an “unregulated scheme” in Ontario.
While aimed at ironing out the gray market operators, this potentially puts any igaming supplier or operator at risk of being blacklisted if they have a partnership with a business in the unregulated sector.
William Hill operates in Ontario still under the control of the William Hill business, with prior owners Caesars Entertainment retaining the US-facing elements of the business following its sale to 888 in April.
Caesars currently owns all intellectual property rights to the William Hill US brand, with 888 agreeing not to use the brand in perpetuity in the US market, instead favoring its US-based SI Sportsbook brand.
In addition, the two firms have committed to a transitional period of up to 24 months under which existing technology and assets being deployed by William Hill International to augment William Hill US will be transferred to Caesars’ ownership.
888 recently launched its own sportsbook and igaming brands in Ontario following receipt of their own license from AGCO.