Russian company William Hill LLC unfreezes it’s license

After the ban on “frozen” bookmaking licenses, the Russian LLC “William Hill” decided to develop a license obtained in 2014. The online bookmaker Pin-Up was launched under this license  and is going to spend 1 billion rubles on promotion in the next two years. The brand wants in the future to occupy up to 7% of the market.

“William Hill” is named after the big British bookmaker William Hill, but has nothing to do with it. In 2014, the Russian company planned to enter the market via William Hill’s franchise, but the partnership did not take place. So the Russian LLC “William Hill”  decided to create its own brand and in 2016 Pin-Up appeared.

An illegal online casino has been operating under the same brand for a long time, but William Hill denies any connection with it. Due to recent toughening for bookmakers, the time to start is not the best, experts say.

The online bookmaker Pin-Up started operating on October 1. Its operating company will be William Hill LLC, which received a license in 2014.

The launch of the bookmaker followed the ban in Russia on such “frozen” licenses. The law, which came into force in the summer, requires companies that have received a bookmaker’s license to start operating within six months from September 30, otherwise the licenses will be revoked. In addition, William Hill LLC will have to change owners, as another law came into force in the summer – on the deoffshorization of bookmakers.


Andriey Nabukhotnyi

Former editor-in-chief of Ukrainian specialized magazine catalogue Entertainment Industry. Andriey is E-Play's observer of Eastern European gambling market.

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