New Will Hill Site Targets Austrian Online Gamblers


'Bet like the British' slogan in major promotional campaign

Austrian internet gamblers are the target of a new dedicated Austrian website launched this week by the UK gambling group William Hill plc, supported by a major local advertising and television campaign using the slogan 'Wetten wie die Briten' or 'Bet like the British'. The campaign features renowned British comedian John Cleese.

The new site is part of the British gambling group's online expansion plans and is designed to access a market that has been independently estimated to be worth some Euro 110 million a year.

The product of months of detailed research and development, the new site incorporates the most up-to-date and relevant sports betting markets, with a strong focus on Austrian football, where both pre-match and in-play wagering is offered.

Henry Birch, CEO of William Hill Online, said: "Everyone at William Hill Online is really excited about our entrance into the Austrian market. The Austrians have a real passion for sport and sports betting, and we believe they'll get an unrivalled betting and gaming service on our new Austrian site."

Earlier this (September) month, and just hours after finding that Germany's monopolistic gambling laws are non-compliant with EU law, the European Court of Justice made a similar ruling against Austria.

Gambling in Austria is controlled by the state, which has licensed a total of 12 private gambling establishments - all to Casinos Austria. Operating companies have to be domiciled in Austria, ostensibly because the government wishes to keep crime in check.

That rule "discriminates against companies which have their seat in another member state" and "is disproportionate, as it goes beyond what is necessary to combat crime," the European Court of Justice said in a statement.

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