Tropicana Atlantic City to launch sportsbook with William Hill

8 March 2019

Eldorado Resorts-owned Tropicana Atlantic City is to open a new, permanent sportsbook in partnership with William Hill.

The 5,000sq ft interactive space features more seats than any other sportsbook in Atlantic City, as well as a video display that can show up to 16 sports events at one time.

Other facilities include eight betting windows, including one high-limit window, as well as elevated, VIP seating. Punters will be able to bet on a wide range of sports including American football, basketball, baseball, ice hockey, tennis and football.

The new sportsbook will officially open to customers later today (March 8), with customers able to place bets seven days a week via the William Hill mobile app.

“Sports betting has been an incredible addition to Tropicana,” Eldorado Resorts’ senior vice-president of operations, Eastern Region, Steve Callender, said. “Guests are not only coming to experience the sportsbook. They are also staying in the hotel, dining at our restaurants and enjoying all our non-gaming amenities. We expect to see these positive effects continue with the addition of our permanent location.”

Joe Asher, CEO of William Hill US, added: “The new sportsbook at the Trop is proof of our collective commitment to provide our customers with the best possible experience. 

“Powered by our industry leading sports betting product, it will bring added excitement to sports fans that want to watch and wager at the Tropicana.”

In September, William Hill agreed a deal to begin serving as the exclusive sports betting technology partner for all Eldorado Resorts’ land-based properties.

This arrangement forms part of a 25-year, US-focused sports betting partnership, under which casino operator Eldorado has acquired a $50m (£38.2m/€44.6m) equity stake in William Hill, and 20% stake in its William Hill US subsidiary.

Finalised in January, the deal includes measures for the two partners to invest equally in the development of in-venue sportsbooks, as well as developing the infrastructure to support in-casino, online and mobile wagering.

William Hill holds the rights to operate online sports betting under the first skin to launch via Eldorado’s licence - in markets that require online operators to have a land-based partner - as well as the third skin where applicable.

In addition, where regulation permits, William Hill will have the option to offer online casino and poker under any second skin launched via Eldorado’s licence.

The deal continues a relationship that was first struck in 2012, and originally saw William Hill US power the casino operator’s Nevada sportsbooks.

Image: Hilary Halliwell