New Plans for William Hill Online Poker

July 4 - The new Chief Executive of the popular gaming company, William Hill, Mr. Ralph Topping, realizes that to compete in the current online poker industry, a company needs to come with an exciting edge or join with one of the bigger networks to enjoy massive promotions and jackpots.

Topping is considering a number of far-reaching changes for William Hill's struggling online poker offering, including the possibility of switching software providers. Until now, Cryptologic has been powering William Hill poker on the internet, and although the software is considered excellent in itself, it has not been enough to give the company the push it needs to become financially viable in the industry.

Because of the increasing difficulties to up its online poker customer base, Topping is considering a non-renewal option in the exclusive two year deal that was signed between William Hill and Cryptologic, at the end of this year.

If Topping decides not to extend the partnership with Cryptologic, there is a good chance that the company will sign a deal with a larger poker network that already has a strong foothold in the industry and is able to offer lucrative promotions in order to lure players, including millions of dollars in prizes.

While no official announcement has been made about Topping's intentions, it is generally believe that should he decide not to continue with Cryptologic, one of the major contenders for partnership is Playtech, whose iPoker network battles in a neck and neck tie with Party Gaming's PartyPoker for third place industry position. The top two players in the online poker industry are PokerStars and FullTilt who have the huge advantage of still catering to US players, despite the Unlawful Internet Gambling Enforcement Act - something that iPoker and PartyPoker have not done since they pulled out of the US market in 2006.