William Hill eyes international expansion after shoring up UK position

William Hill is putting a renewed focus on international expansion in 2018 after strengthening its UK business last year, according to CEO Philip Bowcock.

The operator last week appointed former Betsson CEO Ulrik Bengtsson to the newly created role of chief digital officer, while also moving Online MD Crispin Nieboer to a corporate development role.

Both moves are expected to aid international expansion, with the US, Nordics and Central and Eastern Europe on the radar.

“[The management reshuffle] helps us in our ability to go broader outside the UK,” Hills CEO Philip Bowcock told EGR.

“One we have clarity with the triennial review and PASPA, then we’ll decide where we go, but Ulrik provides a lot of experience in the Nordics, Eastern Europe and other grey markets.”

When asked if Hills might have more appetite for grey market activity going forward, Bowcock said: “There is always an appetite and there always has been.

“The difference is 2017 saw a focus on the UK at was our primary objective and now that’s in better heath and has really good momentum, the opportunity is to think about where else we can go outside the UK.”

One of those targets will be Germany, where Hills set aside close to £17m for backdated VAT payments, similar to the provision recently made by 888.

Nieboer noted Germany was a market he was looking at in his new corporate development role, adding: “The player value, growth is there, there are good routes to market, and it’s an area I’ll be looking at carefully.”

The former online MD will also lead expansion in the US should PASPA be repealed, with the firm hailing its unique knowledge of US customers and regulators.

Hills noted it has applied for New Jersey licence and while Bowcock wouldn’t comment on the outcome of the application, he said it was not expected to be a hindrance to US expansion plans.