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William Hill CEO Ulrik Bengtsson has welcomed the gambling review launched in the UK, saying the operator looks forward to engaging with the UK Government.

Others have already reacted to the review's launch, including the Betting and Gaming Council, with Bengtsson echoing the positive sentiment shared by the rest of the industry.

Casino operator Caesars Entertainment (NASDAQ:CZR) has notched a win at the acquisition poker table. The company announced Wednesday that its bid for U.K.-based betting company William Hill has. William Hill is operated by WHG (International) Limited a company registered in Gibraltar. William Hill is licensed by the Gambling Commission (Number: 000-039225 R-319373-009) for customers in Great. Casino operator Caesars Entertainment agreed on Wednesday to buy British-based gambling group William Hill for $3.7 billion to expand in the fast-growing U.S. Sports-betting market.

William Hill, a leading UK based gambling and Sportsbook Company has welcomed the decision taken by the Government to bring changes to the playing laws. They are pioneers in the business and has been offering betting on sports and other related events, bookmaking services, and operating online poker sites and casinos and gaming products for. Founded by William Hill himself, William Hill betting shops were born in the UK and have offered sports fans a superior betting experience for over 87 years. Hill was a self-starter who bet it all on himself, and this mindset has carried over for nearly a century as the betting and gaming.

Speaking to Gambling Insider in the past, the CEO has said he is more confident of a balanced, evidence-led approach from politicians within the UK than he may have been in previous years.

And he has once again emphasised the need for policymakers to strike a balance when assessing the UK's gambling laws.

In a statement sent to Gambling Insider, Bengtsson said: “William Hill welcomes the gambling review which the Government has launched today. Our industry is more committed than ever to keeping gambling as safe as possible and we have been getting on with raising standards.

'Whether it’s ensuring under-18s and vulnerable people are not exposed to gambling adverts or identifying at-risk players through technology, we are continually driving up standards to ensure gambling remains a safe and fun pursuit for millions of people in the UK.

'We look forward to engaging with the Government throughout the review to ensure any new regulations work alongside progress made by our industry and provide clarity and certainty for customers, operators and all those who work in the sector.

'It is important the review is evidence-led, strikes the right balance between protecting the vulnerable and the continued enjoyment of the many tens of millions who happily place the occasional bet, as well as taking a critical look at the growing risks of the black market – where there are no consumer protections.'

William Hill was this year purchased by Caesars Entertainment, with the deal expected to be complete in early 2021.

The operator's European business, though, remains for sale – as Caesars is only interested in its US operations.

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Major operators in the UK have responded to research by the Betting and Gaming Council (BGC) that black market activity is rising, with William Hill saying it’s a “growing problem we must confront.”

Earlier today on 4 February, a BGC commissioned report titled ‘Review of unlicensed online gambling in the UK’ was published, based on data collected during November and December 2020.

The report found that amount of money staked with unlicensed operators increased from £1.4bn ($1.9bn) to £2.8bn compared to a similar study in 2019. The new research also saw the number of players using black market betting sites increasing from 210,000 two years ago, to 460,000.

The study comes amid the ongoing UK Government review of the 2005 Gambling Act, which is seeking more information about the black market, as well as exploring tighter regulation aimed at player protection.

Operators in the UK have called on the Government and interested stakeholders to address the apparent rise in black market play, which has become “more important now.”

William Hill CEO Ulrik Bengtsson said: “Here at William Hill, we have long been concerned by the black market in gambling and the threat it poses to customers.

“Our view of the gambling black market is it’s a growing problem that we must confront.

“Everyone who gambles in Britain deserves protection from illegal operators. We must do all that we can to make sure that remains the case.”

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Flutter Entertainment echoed those views, calling for the industry to raise its safer gambling practices.

Flutter Entertainment’s UK and Ireland Division chairman Ian Proctor, added: “The Gambling Act Review is a moment for regulated and responsible operators to ask ourselves how we can raise our game to drive forward enhanced safer gambling practices.

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“The report on the growth of the black market published by PwC today, is an important reminder of the complex challenges operators, Government and other stakeholders must address to ensure that the review of gambling regulation delivers genuine improvements in customer protection, rather than cosmetic change which might inadvertently open the door to greater unlicensed participation in the UK market.”