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William Hill held merger talks with Caesars Entertainment last year

June 02, 2019 / Harriet Russell

William Hill held talks with American casino giant Caesars Entertainment last year about a potential £6bn merger, as the high street bookie battled the rapidly changing gambling market. The negotiations, which were first revealed by the Sunday Times, attempted to thrash out a cash-and-shares deal but ultimately failed over a disagreement on price, leading Caesars to switch its attentions to Eldorado Resorts. Eldorado, however, owns about a fifth of William Hill’s American business, prompting speculation that a future relationship between Caesars and the British company is not out of the question.Deutsche Bank analyst Carlo Santarelli previously said the likelihood of an Eldorado Resorts Caesars.