LEEDS, UNITED KINGDOM -- British bookmaking company, William Hill, will be bringing its e-gaming services to Italy following the receipt of a license from AAMS, the Italian gambling operator.
By Tuesday, www.williamhill.it will go online but its initial casino offering will only be made available by the end of the month. Aside from casino, William Hill will also be introducing its bingo, sportsbook, and poker products to the Italian e-gaming market.
In an interview with eGaming Review, William Hill COO Jim Mullen stated that the license from AAMS is for all products. He pointed out however that they are still working with the Italian regulator to finalize the license for bingo.
Commenting on why the British gaming company was launching in Italy with casino first, Mullen said:
"Casino had specifications and testing schedules in place and was the most appropriate product for us to launch first. Now, you can couple that with AAMS approval too."
He added that research done by William Hill showed that casino products were popular with Italian players at this time of the year.
William Hill's COO added that the launch of the brand will be followed by a marketing drive late in July anchored on TV advertising.
According to Mullen:
"The brand itself has a fantastic heritage and brings trust within the brand name. When you see our campaign, you will see we're building on brand values of the William Hill brand, which is one of the most valuable tools we have within our business."
He added that the heritage and trust of the William Hill brand is something that would hold with the Italian e-gaming market.
"For the Italian gaming and betting public, we found the most thing was trust and the heritage that a British gaming company brings to it. There were already some knowledge of the name but it's more about people's response to the heritage of the British gaming and bookmaking industry.
Source: eGaming Review
Posted: July 15, 2011
By Tuesday, www.williamhill.it will go online but its initial casino offering will only be made available by the end of the month. Aside from casino, William Hill will also be introducing its bingo, sportsbook, and poker products to the Italian e-gaming market.
In an interview with eGaming Review, William Hill COO Jim Mullen stated that the license from AAMS is for all products. He pointed out however that they are still working with the Italian regulator to finalize the license for bingo.
Commenting on why the British gaming company was launching in Italy with casino first, Mullen said:
"Casino had specifications and testing schedules in place and was the most appropriate product for us to launch first. Now, you can couple that with AAMS approval too."
He added that research done by William Hill showed that casino products were popular with Italian players at this time of the year.
William Hill's COO added that the launch of the brand will be followed by a marketing drive late in July anchored on TV advertising.
According to Mullen:
"The brand itself has a fantastic heritage and brings trust within the brand name. When you see our campaign, you will see we're building on brand values of the William Hill brand, which is one of the most valuable tools we have within our business."
He added that the heritage and trust of the William Hill brand is something that would hold with the Italian e-gaming market.
"For the Italian gaming and betting public, we found the most thing was trust and the heritage that a British gaming company brings to it. There were already some knowledge of the name but it's more about people's response to the heritage of the British gaming and bookmaking industry.
Source: eGaming Review
Posted: July 15, 2011
