William Hill has agreed a multi-year partnership with US gaming giant IGT in a bid to secure sports betting deals with state lotteries.
The pair have already secured a contract to run sports betting for the Rhode Island Lottery and hope IGT's sports betting platform, along with William Hill's mobile offering and expertise, will lead to more state deals.
William Hill signed a 25-year deal with casino group Eldorado earlier this month as it continued its expansion into the US sports betting market.
It comes after the US supreme court struck down a federal law barring gambling on football, basketball, baseball and other sports in most states earlier this year.
Since the decision, which could see sports betting legalised nationwide as states individually draw up new legislation, British betting firms have expanded across the pond.
Chief executive of William Hill US Joe Asher said: “We are delighted to be expanding our relationship with IGT to address the US lottery market together.
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“William Hill's track record as an operator globally, and our clear leadership as a sports book operator in the US, in particular, mean that US lotteries can be confident that in choosing IGT and us together, they will be benefiting from a reliable, trustworthy, and responsibly-managed solution.”
William Hill currently operates sportsbooks in five states, while IGT's Playshot sportsbook platform is live in four states.
IGT's chief executive, Renato Ascoli, said: “We are delighted to be partnering with William Hill, whose proven leadership and capability in U.S. sports betting operations will ensure that we are able to fully support our lottery customers as states start to regulate these products.”