US Bookmaker William Hill has strictly issued an instruction for its affiliate marketing partners. In an email sent to the partners, William Hill has urged that the websites of the partners cannot promote William Hill alongside the unlicensed US-facing online gambling operators. The email has said that all the promos of William Hills must be removed from the website where it has been promoted alongside the other US-facing unlicensed Online Gambling operators immediately. The email further gives a stern warning of the closing account of the partners in line with the terms and conditions in case the orders are not followed.
This came just days after the New Jersey Division of Gaming Enforcement (DGE) issued an advisory. The advisory bulletin to media outlets was regarding the unauthorized sports wagering websites. The DGE clearly said that the media should stop referencing all the internationally licensed online sportsbooks in the articles. The notification said that the referencing should not be done for the betting markets on all the upcoming sports and other events.
This is not the first time that DGE has warned. Previously, DGE clearly warned the affiliates about the divided loyalties. It has even threatened for criminal or civil action appropriate for the violation of the condition. The condition said that the website should not ask the visitors to a gambling site that is not licensed with DGE. This was even for the New Jersey approved affiliates who were advising for the states other than New Jersey to visit internationally licensed online gambling operators.
William Hill has a vast network for the B2B sports betting deals with the New Jersey-based casinos and the racing operators. This includes the online and land-based sportsbooks for the Monmouth Park Racetrack, Ocean Casino Resort, and the Tropicana Atlantic City. These operations could be under threat if the DGE finds out that affiliates of the William Hills are not following the rules.
It was only last week when William Hills issued a trading statement that reimposed the significance of the US operations for the future. This can be seen understood from the revenue as well. While the UK and European Operations of William Hill has suffered, but the US Division has maintained its pace. The US Operations for the William Hill US Operations increased by close to 60%. The presence of William Hill in the US has now reached 10 betting-friendly US States. The significance can be understood from the fact that the company has close to a 26% share of the US betting market.
The market share of William Hill stands to increase after the company has acquired the Las Vegas Sportsbooks Assets of CG Technology. In such a scenario the company would never want to compromise the US market. The stern warning to the affiliate market companies is proof that William Hill is very serious about the US market and the regulations.
However, it would be interesting to see whether William Hills take any action if any affiliate fails to follow the regulation.