William Hill US, the American division of the major British bookmaker, has partnered Income Access, the marketing arm of payment solutions giant Paysafe Group, for the launch of a revamped affiliate program.
By partnering Income Access, William Hill US and its US-facing affiliates will be able to benefit from a fast tracking software, comprehensive reporting, flexible commission schemes, and an exhaustive ad serving tool.
William Hill’s partnership with Income Access in the US comes as another major step in the operator’s American expansion strategy. After a landmark ruling of the US Supreme Court that lifted a long-standing ban on sports gambling, William Hill and multiple other overseas companies have been looking to tap into what is believed to be a market worth hundreds of billions of dollars.
Prior last year’s strikedown of the sports betting ban, William Hill operated sportsbooks across Nevada, which was the only state where full-scale wagering was permitted. Currently, the company runs more than 100 betting locations across multiple states.
William Hill’s expansion across the US has turned into an instrumental part of the company’s growth strategy, as strengthening its foothold in America is hoped to blunt the negative effect of a recent crackdown on the so-called fixed-odds betting terminals in the UK.
William Hill is among the largest operators of the controversial gambling machines and the UK Government’s recent actions against those will have a major impact on the company’s profitability.
The New William Hill US Affiliate Program
The revamped William Hill US affiliate program will first go live in New Jersey and will then be rolled out across other states where the operator provides its services. The affiliate program deploys Income Access’ leading tracking and reporting solution that will help both the operator and its affiliate partners optimize their performance in New Jersey.
Commenting on their partnership with Income Access, William Hill Chief Marketing Officer Sharon Otterman said that choosing Income access to power their affiliate program would “open William Hill’s doors for a brand-new affiliate program in the US” that will help the operator establish “strong and lasting” relationships with affiliates.
Income Access SVP and General Manager Tara Wilson added that the launch of the affiliate program in New Jersey will offer affiliates a way to expand “in an exciting market.”
In New Jersey, William Hill operates both retail and digital sportsbooks in partnership with Monmouth Park Racetrack, Ocean Casino Resort, and Tropicana Atlantic City.
The partnership with William Hill US was the latest of a series of major affiliate program collaborations for Income Access. Last month, it announced that Kindred Group has selected it to power its US-focused affiliate program as the gambling operator is looking to expand its American presence.
Income Access has also been selected by The Stars Group, the operator of the PokerStars and BetStars brands, among many others, to power its revamped affiliate program, Stars Affiliate Club. The program was relaunched this past May.
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