Sports Betting Operators Make Some Big Moves in Colorado

Colorado has become a state where sports betting operators are jockeying for position as they try to claim their piece of the large gaming revenue pie.

With this maneuvering, Colorado has seen many new betting opportunities via gaming kiosks, sports books and more. Leading the charge are William Hill and PlayUp who are turning heads and creating buzz over their gaming possibilities.

Brand New Kiosks Thanks to William Hill

Part of the moves being made in the state include the launch of six kiosks from William Hill US in the Isle Casino Hotel and Lady Luck Casino, both in Black Hawk. It’s all about giving sports fans a chance to truly celebrate the return of live sporting action, something that felt like a long time coming for many.

Soccer and MLB have already returned to live action. Soon to follow will be the NBA and the NHL. Then in September, the NFL and College Football are scheduled to return, which are the biggest sports betting draw.

David Grolman, President of retail operations for William Hill US, shared the company’s excitement over offering these new kiosks:

“Our relationship with Caesars Entertainment allows us to engage with Colorado sports fans in a new and exciting way. With the recent return of professional baseball, we think the timing could not be better.”

Ken Ostempowski, Senior vice president and general manager of Isle Casino Hotel and Lady Luck Casino Black Hawk, also shared the excitement over these kiosks and how they are unique amenities for guests and sports bettors in their recently renovated casino. He also shared more about their partnership with William Hill:

 “Our strategic partnership with William Hill will create an elevated gaming experience that features industry-leading wagering technology and allows us to further our position as Colorado’s premiere location to gamble.”

William Hill US is providing Colorado residents with a user friendly platform that brings the latest betting odds, provides a smooth wagering experience, and unique betting opportunities just for those living in the state.

William Hill US has also made it very clear that it will be expanding into the mobile sports betting market in the state, which has everyone extremely excited. While the app is still waiting for approval, the plan hopes to have it live by the start of the NFL season.

A New Sportsbook Brings a New Excitement

William Hill is a globally recognized entity that has spread throughout the United States as each state legalizes sports betting. However, with this new financial gold rush also comes new companies looking to make a name for themselves. One such example is PlayUp.

This sports betting operator is based out of Australia and the company recently announced their intentions to expand into the US. They will first make their debut in Colorado, but then plan on moving into other states as well.

In addition to sports betting, PlayUp also offers fixed-odds horse racing and fantasy sports. All signs point to the sportsbook being up and ready to go in time for the start of the NFL season in September.

The sportsbook entered into the Colorado market with an impressive 10 year contract through Bull Durham Casino in Black Hawk. Laila Mintas, US CEO for PlayUp, shared a few comments about the company and their intentions:

“We’re planning to come in with a big bang. But what that will be is still a little bit of a secret. We’re a small team compared to all the giants out there… We’re able to react pretty quickly depending on the tendencies we see in the market.”

While Mintas has been short on details, she did allude to the possibility of attracting players in new and intriguing ways. In fact, it sounds like she wants to shake things up in general to ensure a dynamic and engaging experience while watching the games.

While PlayUp and William Hill US are shaking things up with new ideas and betting opportunities, let’s not forget that FanDuel shook things up earlier this month with their ground breaking deal with the Denver Broncos.

Colorado is shaping up to be one of the most exciting states when it comes to the sports betting landscape. As we draw closer to football season, expectations are high for this industry.

Rick Rockwell

As a longtime freelance writer, avid sports fan, former athlete, and experienced sports bettor, Rick Rockwell has risen up the ranks at to become the self-professed "King of the Blog" in his first year with the site.

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