With the NFL season around the corner, Virgin Hotels Las Vegas announced Tuesday that it has partnered with William Hill Nevada, which will assume control of its sports betting operations this year, bringing an extended wagering menu and additional betting kiosks to the property.
Key Takeaways
- William Hill will manage in-person betting at Virgin Hotels and extend its mobile sports wagering app to guests
- William Hill Nevada, operated by Caesars Digital, is already the state’s largest sportsbook
- The deal follows last year’s management change and a revamped rewards program
The agreement allows William Hill Nevada to oversee all on-site sports betting while offering online wagers through its mobile platform. The move will widen the resort’s sportsbook options and attract new customers.
Dan Shapiro, senior vice president and chief development officer for William Hill, said the company was “grateful” for the chance to partner with Virgin Hotels. “Our sports betting product offering in Nevada stands apart and will help attract new guests to the property as we work closely with the Virgin team,” he said.
This year, the property also introduced a new rewards program designed to improve guest engagement.
President of Virgin Hotels Las Vegas, Cliff Atkinson, added that the William Hill partnership will “elevate” the casino’s sportsbook. “This transition allows us to redefine our sportsbook and align it more closely with the dynamic energy and innovation synonymous with our resort,” Atkinson said.
Former William Hill exec opens sportsbook at Casino Fandango
Meanwhile, Boomer’s Sportsbook, Nevada’s independent sportsbook founded by ex-William Hill CEO Joe Asher, has opened its first venue in the Reno-Tahoe market. The sportsbook launched Sept. 1 at Casino Fandango in Carson City, with a grand opening set for Sept. 4.
“Partnering with Boomer’s means our guests will enjoy a betting experience that’s authentic, not corporate,” said Matt Wetzell, the casino’s general manager.
Boomer’s aims to provide an alternative to William Hill, which was acquired by Caesars Entertainment for $3.7 billion in 2021. The company secured approval from the Nevada Gaming Commission in July and has already begun operations at different locations in the state.
Visitors fall again in Las Vegas, but tourism chief says city still offers value
In a related development, Las Vegas visitor numbers fell for the sixth consecutive month in July, down 12% year-on-year to 3.1 million, according to the Las Vegas Convention and Visitors Authority (LVCVA).
Despite the decline, the LVCVA CEO, Steve Hill, insisted the city remains competitive and affordable, pointing to strong future convention bookings and ongoing promotions by resorts.
Recent offers include Resorts World waiving resort fees and parking, and Sahara Las Vegas giving free upgrades. Hill argued that complaints about specific costs on social media have unfairly shaped a broader “Las Vegas is overpriced” narrative.
Meanwhile, Nevada casinos posted $1.36 billion in gaming revenue for July, up 4% from last year, showing that visitors who do come are spending more.
