William Hill is not only growing its globally known brand to the United States. It’s showing that its also committed to providing a cutting edge product.

That’s the message the UK sportsbook giant sent loud and clear with a recent multi-year contract agreed to with IGT Global Solutions Corporation, a wholly-owned subsidiary of International Game Technology.

This agreement will reportedly specifically target U.S. state lotteries, offering them full-service solutions for sports betting needs as legislation around the country continues to be passed and more opportunities to implement betting become available.

Asher, Ascoli Excited to Work Together

As is commonplace the details of the deal haven’t been made public, but all parties involved seem thrilled with the prospects of what it could entail.

Renato Ascoli, IGT CEO, North America said IGT was excited to work closely with a company that has in many ways led the charge for U.S. sports betting’s rapid growth and expansion.

“We are delighted to be partnering with William Hill, whose proven leadership and capability in U.S. sports betting operations will ensure that we are able to fully support our lottery customers as states start to regulate these products. Through this unique partnership, our customers will be able to enter this new activity with total confidence and trust in the service being offered.

CEO of William Hill US Joe Asher echoed that IGT is capable of providing opportunities in the future that others simply cannot due to their massive influence in the global gaming industry.

“William Hill’s track record as an operator globally, and our clear leadership as a sports book operator in the U.S., in particular, mean that U.S. lotteries can be confident that in choosing IGT and us together, they will be benefiting from a reliable, trustworthy, and responsibly-managed solution – maximizing revenues to each state with a quality product and service.”

Specifically the two entities look to target state lotteries for sports betting services which will give them a unique angle and platform to launce new sports betting solutions from.

“IGT is uniquely positioned as a leader in both lottery and sports betting technologies to deliver innovative solutions that will expand the possibilities for players and for lotteries themselves in this exciting new market”, Ascoli said. “By forming this partnership with William Hill, we are able to bring to our lottery customers in every state a world-class combination of technology and operational expertise.”

Playshot to be Offered with William Hill Services

The official press release announcing the deal stated that “the combined offer to U.S. lotteries under the new agreement will comprise IGT’s PlayShot™ end-to-end sports betting platform for land-based, retail, online, and mobile with William Hill’s operational, trading, player management, and strategic expertise in U.S. sports books.”

Playshot is currently live in four U.S. states including New Jersey, which began tendering legal wagers this fall. The service is self-described as a complete turnkey sports solution that served the U.S and other countries.

It’s been running for over 10 years and last year processed over $12 billion in sports wagers alone. The service offers both mobile betting and in-person self-service terminals along with traditional counter locations.