Discovering of new regulated markets and constantly growing popularity of online gambling force players of this market to search new opportunities and to develop. For the last two years big gambling empires like Playtech and Rational group have expanded spheres of their impact on new territories.

These months William Hill also strives to assert itself as the leading world operator of online gambling. And that is why it makes serious purchases. Everything started when William Hill has purchased back from Playtech their shares in joint enterprise William Hill Online for 424 million pounds. Thus, now company has total control over its online business.

After that William Hill absorbed part of assets of Sportingbet for £459 millions.

Thus William Hill wants to expand its global presence. The purchasing of Sportingbet assets will allow William Hill take dominant position on the regulated market of Australia. This market is one of the main gambling markets in the world. Purchasing shares back will also allow WH increase turnover without necessity to share profit.

According to words of Ralph Topping, the chief executive officer of company, getting the total control over William Hill Online it is important strategic step in developing William Hill business. He also noticed that after Australian assets purchasing WH will have famous brand, skilled staff and leading position on the competitive market.

William Hill has showed great growth in online segment for last couple years. In 2012 net income of this business has increased for 24 %, while total income increased on 56%. Such a success gave company hope for serious success in future.