Caesars Entertainment’s William Hill sportsbook business is set to expand its Nevada presence through three proposed locations operated in partnership with Terrible’s.
The Nevada Gaming Control Board will consider recommendations for nonrestricted gaming licences for sportsbooks at Terrible’s Casino in Indian Springs, Terrible’s in Carlin, and Terrible’s Searchlight Casino in Searchlight during its Wednesday meeting, the Las Vegas Review-Journal reported.
If approved, the proposals will proceed to the Nevada Gaming Commission, which is expected to consider the licences at its 19 November meeting. The three locations would bring William Hill’s total number of outlets in Nevada to more than 110.
Not all outlets operate as fully staffed sportsbooks. Many rely on strategically placed automated kiosks that allow customers to place wagers on-site.
Eric Hession, President of Caesars Digital Operations, said the company can turn new location opportunities into functioning sportsbooks in less than three weeks. This was demonstrated recently at Primm Valley Resort, where Caesars worked with Terrible’s Casino to reopen the William Hill sportsbook following a 17-day closure.
The reopening included three kiosks, three ticket windows, and 24 viewing screens beside the property’s 24-hour sports bar. Employees who had been temporarily relocated also returned to the sportsbook.
William Hill also operates a kiosk at Primm’s Whiskey Pete’s truck stop.
The Primm partnership follows a wider William Hill expansion that began in 2025, with the company adding or expanding locations across Nevada over the past two years. These include Virgin Hotels Las Vegas, Hotel Nevada in Ely, Verdi Grillhouse in western Nevada, and Barton’s Club in Jackpot, near the Idaho border.
William Hill at Virgin Las Vegas
William Hill and the Rio hotel-casino in Las Vegas also recently completed a renovation of the property’s 3,400-square-foot race and sportsbook. The upgraded facility features 12 self-service kiosks, eight racing carrels, new LED displays, updated seating, VIP lounge areas and a renovated sportsbook bar.
Hession said demand from local customers has driven the company’s expansion strategy. “We think the product that we have in the brand and our marketing really resonate with the locals, and we’re continuing to kind of lean into it to try to secure new locations, to get expansion opportunities signed up and then, of course, to provide great service and retain the ones we have,” he explained.
The sportsbook operator has developed a model that can accommodate both large venues, such as Caesars and The Venetian, and smaller casinos with only a kiosk and no betting window.
“There are just so many little towns with, you know, three or four smaller casinos,” Hession said. “Everybody thinks it’s just the Strip and the big ones, the big local ones in Vegas, but there are just a ton all around, and we’ve really built our product so that we can handle a major book like a Strip property like Caesars or The Venetian where we run the William Hill product, all the way to a tiny casino with just a kiosk and no window.”
Nevada requires sports bettors to register in person at a licensed sportsbook before they can place digital wagers remotely within the state. Hession said Caesars and William Hill use promotions to encourage customers to visit partner casinos.
As part of this strategy, the company launched the Nevada $1 Million Parlay Cash Giveaway, which will distribute $1 million throughout the football season. The promotion offers a weekly grand prize of $30,000 to customers who visit a casino and place a parlay wager that meets a specified minimum amount.
“We’re paying for that ourselves,” said Hession. “So it’s a way to kind of reward the owners of the casinos and try to get customers to come into their casinos, place the bet and get a chance to win a huge amount of money.”