William Hill enters Italian market

This weekend Italian casino players woke up to a new dawn in online gaming with the entry of the William Hill brand into the Italian online gambling market, which was no easy feat.

The Italian online gaming market is tightly controlled by a regulating authority The Amministrazione Autonoma dei Monopoli di Stato (AAMS) that is responsible for vetting domestic and offshore online gambling operators and issuing licenses for eGaming brands to offer their services to residents of Italy.

The AAMS is considered one of the strictest gambling regulatory bodies in the world and the Italian market is the biggest online gambling market in Europe. The AAMS uses tough controls over operators and offer greater consumer protection to Italian punters.

William Hill worked with the AAMS for over a year getting its cross-brand platform up to AAMS standards and receiving a full gaming license for their many different eGaming products.

The website for the Italian market launched this weekend and play will be offered from the beginning of August for casino, poker, bingo and sports betting. All these products will be accessible from a single website. The first product to open for play will be the casino, with the other three games to follow closely after.

Other European players can continue betting on their favorite William Hill products as they always did and get great bonuses and player promotions when they first join and as rewards for being loyal players.