The bookmaker William Hill, in a bid to expand its online gaming operation, is planning the acquisition of parts of software maker Playtech.

William Hill revealed that consumer downturn had so far not affected its growth, which was boosted by strong beginning of the Premier League foot ball season.

The part acquisition by William Hill to create the biggest sports betting and online gaming company of Europe includes marketing business, customer services and gaming websites of Playtech, the provider of online gaming software.

William Hill has also entered into 5-year software license agreement for poker and casino with Playtech, with provision to enter other product areas at later stage.

The new entity being created with combination of operations between William Hill and Playtech would be called William Hill Online, under control of William Hill and operated as a subsidiary.

William Hill Online is expected to generate net revenue of £190m for the year ending 31 December on pro forma basis. Playtech is getting 29% stake from William Hill in the new entity with an option to William Hill of acquiring its shareholding in 4 to 6 years.

William Hill has so far posted 9% uplift in total gross wins. Gross wins is the difference between amount won by the company and that lost by the punters. 7% increase in gross win boosted overall performance.

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