Adaptation is key to life as well as in business, which is something that William Hill certainly understands. As most know, the deal between 888 Holdings and The Rank Group is grabbing the headlines, with William Hill’s name also being spoken about in such circles.
Joint statement
In a joint statement from both The Rank Group and 888 Holdings, it is clear that the merger is now gathering momentum. “The consortium sees significant industrial logic in the combination, through consolidation of their complementary online and land-based operations, delivery of substantial revenue and cost synergies and from the anticipated benefits of economies of scale, which will accrue to all shareholders”.However, it seems that William Hill isn’t completely convinced that it represents the right fit for the British gambling brand. The UK betting giant has revealed that it has received an offer, but has signalled that it isn’t currently inclined to accept it and become part of this new super brand. 
Industry performance
In this instance it appears that William Hill is looking towards sale options, as the brand does have an interest in undergoing merger talks. Reason being that recently William Hill has not lived up to industry performance expectations. Speaking on such matter, Gareth Davis (William Hill Chairman) said, “Significant challenges remain and in the recent past online has not performed against expectations”.While William Hill has stated that the deal isn’t of interest right now, management at the brand know that adaptation is now vital. With CEO James Henderson recently receiving the boot due to poor digital performance, the chance to join the ranks of 888 and Rank may very well become too hard to resist.
William Hill’s fate?
Is the fate of William Hill sealed? Will they eventually join the ranks of what it is set to become the biggest merger in betting industry history? Either way, this situation is something that is worth keeping an eye on.