Through the transactions with Playtech, WHO became established as one of the top three European online companies.

In December 2008, the leading UK land-based betting company, William Hill PLC, acquired from Playtech a series of online gaming websites and an online marketing and customer services company. Playtech received a 29% stake in William Hill Online (WHO) in return for the acquired assets.

Playtech is a passive investor and has no influence on the management of the business. WHO receives no special treatment compared to other licensees, and Playtech receives a revenue share on its licensed products, together with a 29% share of profit from the enhanced operations. This gives Playtech financial exposure to one of Europe’s leading gaming operators including a substantial sportsbook.

William Hill PLC has call options to re-acquire Playtech’s 29% stake in 2013 and 2015. WHO has a minimum five-year licensing agreement for Playtech’s market-leading casino and poker software, and it is a key licensee of Playtech’s Virtue Fusion bingo network.

Through the transactions with Playtech, WHO became established as one of the top three European online companies by profitability, extended its reach beyond the UK and into Europe, gained access to best-in-class poker and casino software, and brought in substantial online marketing expertise and European customer services infrastructure.