William Hill Withdraws from Ontario until Further Notice
William Hill, the 888-owned iGaming operator, has announced that it is temporarily leaving the market in Ontario while it waits for a license to enter its regulated market. In the meantime, the company’s Mr Green brand will continue to operate in the region.
The gambling operator said that the decision has been made after a period of review and that as a result, they will not be accepting new registrations from Ontario until it has received a license to operate in the province.
The announcement was made via email through the Mr Green Affiliates program. However, a representative for the company has since confirmed that the decision only applies to William Hill. As such, the company is asking affiliates not to send traffic from Ontario to its sites but to focus on other Canadian provinces instead, where William Hill will still be operating.
Ontario’s regulated gambling market launched in April this year following a three-year process that began when the province’s government said it would be ending the Ontario Lottery and Gaming Corporation’s monopoly on iGaming.
William Hill’s parent company, 888 Holdings, has had an Ontario license since March 2022 and it went live in the market as soon as it opened on 4 April.
At the time, 888’s CEO Itai Pazner said:
As a group, our focus is on strengthening our presence and offer to customers across key regulated markets. To that end, Ontario represents an attractive long-term growth opportunity for 888 and this is an extremely strategically important milestone for us. As we prepare for launch in the coming weeks, we are excited to bring all of 888’s leading products and games to new audiences across the province, providing our unique and differentiated experiences to players.
The announcement about William Hill comes soon after Pazner said that 888 would be “rationalizing” its portfolio of brands after a market review. In other words, it is likely to reduce investment in brands that have a lower potential. He said, “This gives us an opportunity to put our resources behind the most successful brands with the highest potential for growth in each market rather than investing in all brands and all markets.”
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