International edition
October 19, 2021

The firm’s new site awarded an AAMS online gaming licence

William Hill bets on the Italian online market

(Italy). - William Hill has confirmed its plans to enter the Italian online market. The firm’s new site, which will be launched later this month, is one of the first platforms to be awarded an AAMS online gaming licence from the Italian authorities.


he company will initially launch their casino site, closely followed by bingo, sportsbook and poker. The Italian launch will be supported by an imaginative marketing campaign – developed to maximise awareness of the William Hill brand in Italy.

Hills have spent over a year developing their Italian site, with the aim of competing with their domestic and international rivals for a large slice of the estimated €6 billion Italian online betting and gaming market.

Henry Birch, CEO of William Hill Online, speaking about the company’s Italian launch said, “We are really excited about our Italian venture. The combination of a high passion for sports and gaming makes Italy one of the most important markets in our international expansion plans.”

"We’ve spent a lot of time developing the site and ensuring it conforms to the AAMS regulatory requirements. We’re delighted with the outcome of the site and we believe it will be a big hit with Italian players,” said Birch.


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