With all of the sound and fury stirred up by the recent “Black Friday” indictments of three online poker operators, some major news that’s bringing Nevada a bit further into the future and a bit closer to the mainstream of sports betting in the rest of the world has gone largely unheralded.Last month, William Hill, a London-based bookmaking giant that claims 25 percent of the competitive market in the British Isles announced plans to acquire both American Wagering—the owner of Leroy’s, a chain of 53 sports books, 19 betting kiosks, and a Lovelock casino—and Club Cal Neva, a betting chain with more than two dozen outlets, primarily in Northern Nevada. This week, William Hill also bought Brandywine Bookmaking, parent of Lucky’s race and sports books.
I think there’s a real battle brewing between Cantor and Lucky’s/Leroy’s/Club Cal Neva/William Hill for control of the Las Vegas sports book market.
Both companies have visions for how to increase the size of that market, but they’re a little different. Even though Leroy’s is getting its smartphone/tablet apps out first, from what I’ve seen it’s a much more traditional company in terms of approach and product than Cantor’s-Cantor’s CEO Lee Amiatis doesn’t even like the term “sports betting,” preferring “sports trading,” showing his company’s history in the financial markets.
Whoever “wins” (and I’d say there’s plenty of room in the market for both companies and approaches), the way Nevadans bet on sports is going to change over the next year.