ShareWilliam Hill announced that EuroGrand,21 Nova, and Casino Club brands will cease to operate by January 2022. According to company officials, the move is part of streamlining its operations.
"We have taken a strategic decision to close our EuroGrand, 21Nova and William Hill Casino Club brands. This comes as part of our continuous evaluation of our brands and business footprint," William Hill spokesperson stated.
The shutdown of iGaming operations focused exclusively on Mr. Green and William Hill's online gaming platforms.
William Hill informed its affiliates via email that the firm had no other purpose for restructuring its operations. They also instructed them on how to deal with clients at the three brands that are set to be closed.
William Hill has advised its affiliate partners that all promotions related to the trio of brands should be discarded immediately. Starting Monday, November 29, they will not be accepting new clients. They shall also pull down promotion materials associated with the brands from the particular websites.
Clients will be able to play or withdraw their funds until January,24,2022. After the specified date, the brands will not operate.
EuroGrand and 21Nova first opened their doors in 2006, while Casino Club was launched in 2009.
Mr. Green was launched in 2007 in Malta and is now one of Europe's leading online gaming havens. William Hill purchased Mr. Green in January 2019 for £242 million in cash.
After the three brands go offline, William Hill will still carry on with its operations of six online casino sites in the U.K.William Hill will continue to run Redbet, 11.lv, Bertil, Mama Mia Bingo, and the company's internet gambling platform, and Mr. Green.
According to the company, William Hill's online activities generated 61% of the company's $1.76 billion in 2020 revenue. Retail accounted for 26% of total revenue, with U.S. operations accounting for the remaining 13%.
Purchase by 888 Holdings
William Hill has gone through a transformation in the last year and a half, with the U.K.-based firm having two different owners.U.S. casino giant Caesars Entertainment first purchased it in a £2.9 billion ($3.7 billion) transaction announced in September last year. Still, the remainder of the firm was placed up for sale since the U.S. casino operator was only interested in owning and running William Hill's U.S. assets.
888 Holdings, a Gibraltar-based online gambling company, won the bid after it was put up for sale and purchased it for $2.75 billion for William Hill's non-US operations.
