Canadian Startup to Power UK Bookmakers US Site

William Hill PLC is one of the largest bookmakers in the United Kingdom and they chose Victoria, BC startup Bet Smart Media to build their newly formed US subsidiary’s online presence. presents a unified presence and rebrand for the three American companies acquired by William Hill PLC as part of last month’s licensing approval process: American Wagering, Brandywine Bookmaking, and the Club Cal Neva Satellite Race and Sportsbook Division.

The acquisitions and consolidation gives William Hill control of 55% of the Nevada sportsbook market with over 160 locations throughout the state.

Their Bet Smart Media built website includes an intuitive Find-A-Book app that allows users to find a new William Hill location closest to them. Among other features, website users can find live scores and also have the ability to sign up online to access the William Hill mobile betting app. The app is a first of its kind, with Leroy’s Sportsbook making headlines as the first developer to have a betting app approved by the Gaming Commission that allows Nevada-based users the ability to place legal bets on their mobile devices anywhere within the state.

“Bet Smart has been a first-class partner every step of the way, developing a clean, fresh design and excellent functionality that will help drive visitation to our race and sports books and streamline the mobile registration process ,” comments Dan Shapiro, William Hill U.S. Marketing Director, “This site gives us—by far—the most dynamic web presence of any U.S. sports book operator.”