Webroute and cpays part of will hill-playtech deal (update)

By Brian Cullingworth, Last updated Mar 9, 2021

The “purchased assets” revealed

This week’s big deal was undoubtedly the William Hill Online joint venture between Playtech plc and William Hill plc (see earlier InfoPowa report) which referred to “purchased assets”. It has now been revealed that those purchased assets consist principally of Webroute Services and CPays.

These companies include customer services companies, payment handling companies, some casino brands, international marketing agencies and smaller entities such as creative agencies.

In an email to affiliates just hours after the main announcement of the deal, William Hill Online CEO Henry Birch wrote:

“We are very excited to inform you that with this merger the affiliate programs of William Hill, Cpays, and Webroute Affiliates will together form one of the largest affiliate networks in the world, working with Europe’s leading online gaming and sports betting company.

“Our players will be using some of the very best software and systems in the market such as Playtech Casino, I-Poker, Virtue Fusion, Playtech Bingo and the Orbis sports betting platform.”

Birch went on to characterise the senior affiliate management team as “some of the very best people from the industry,” and advised that the new company would be introducing “brand new affiliate management software which we believe will be the best anywhere in the market.”

The email also refers to a group “Affiliate Guarantee” program that ensures affiliates will continue to receive lifetime revenue share or CPA’s on all existing and new players referred, no matter which affiliate program the affiliate is currently supporting.

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