Virgin Hotels Las Vegas is shaking up its sportsbook operation with a new partnership that puts William Hill Nevada – the state’s largest sports betting operator—at the helm. The collaboration, pending regulatory approval, will bring a revamped retail experience and mobile betting access to the off-Strip resort later this year.
Elevating the In-Person Betting Experience
The agreement marks a strategic shift for the hotel, part of the Curio Collection by Hilton, as it aims to modernize and expand its sportsbook offering. Under the deal, William Hill will significantly increase the number of self-service kiosks on-site, enabling 24/7 access to a more diverse and expansive betting menu.
“We couldn’t be more excited to partner with William Hill to elevate our sportsbook experience,” said Cliff Atkinson, President of Virgin Hotels Las Vegas. “William Hill is the right strategic partner for us given its track record of providing an unmatched retail and mobile sports betting experience in Nevada.”
Located inside the resort’s 60,000-square-foot casino, the redesigned sportsbook will feature enhanced amenities and a new betting interface aimed at attracting both casual visitors and seasoned bettors.
Mobile Betting Comes to Virgin Guests
For the first time, Virgin Hotels Las Vegas visitors will be able to sign up for mobile sports betting through the William Hill Nevada app. This includes the ability to make cash transactions on-site, providing a seamless experience between physical and digital wagering.
“Our sports betting product offering in Nevada stands apart and will help attract new guests to the property as we work closely with the Virgin team,” said Dan Shapiro, Senior Vice President and Chief Development Officer at William Hill. “For the first time, Virgin Hotels Las Vegas guests will be able to sign up for mobile sports betting via the William Hill Nevada app and make cash transactions on-site, delivering a seamless experience.”
The app gives users access to a wide range of markets and features such as Same Game Parlays, live Cash Out, Super Parlays, prop bets, and livestreaming of major sports events – including NFL games.
Strategic Timing and Market Position
This transition follows Betfred’s phased withdrawal from the U.S. market, creating a timely opening for William Hill. Backed by Caesars Entertainment, which acquired the brand in 2021, William Hill maintains its name only in Nevada and operates multiple sportsbooks across Las Vegas.
The company also holds high-profile partnerships with the NFL, NHL, and their respective Las Vegas teams—the Raiders and the Golden Knights. This football season, William Hill is rolling out its most expansive betting menus to date, including promotions like the $50,000 NFL Progressive Parlay Card and the Pro Pick’em Football Contest.
Enhancing the Guest Journey
The sportsbook refresh aligns with the resort’s broader strategy to create a more rewarding and engaging guest experience. Earlier this year, Virgin Hotels Las Vegas introduced Cherry Rewards, a loyalty program allowing members to earn and redeem points across dining, retail, gaming, and more.
An official timeline for the sportsbook handover has not yet been confirmed, but both companies have indicated the launch will take place later this year, contingent on approval from the Nevada Gaming Commission and Nevada Gaming Control Board.
Source:
“Virgin Hotels Las Vegas Announces William Hill as New Sportsbook Operator”, amazonaws.com, September 2, 2025
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