William Hill and Affinity Gaming forge long-term sports betting partnership

LAS VEGAS – William Hill has entered into a long-term agreement to operate the sports books of the Affinity Gaming properties throughout Nevada following its acquisitions of Brandywine Bookmaking and Club Cal Neva. William Hill received a Nevada gaming license on June 21.

Under the terms of the deal, William Hill will make significant capital investments in the race and sports books across Affinity Gaming’s Nevada casinos, with Terrible’s Hotel & Casino in Las Vegas and Buffalo Bill’s Resort & Casino in Primm undergoing major upgrades.

In addition, William Hill will provide Affinity Gaming customers access to its cutting edge technology, including its mobile sports wagering application. It is the only app approved in the State of Nevada for use on iPhone, iPad, Android and BlackBerry devices. William Hill will also install self-service wagering kiosks at the Affinity Gaming properties.

“We have developed strong relationships with the Affinity Gaming team, providing a first-class betting product and collaborating on creative marketing programs, and we look forward to expanding the partnership,” said Joe Asher, William Hill US CEO. “We will be investing in these properties, bringing in new customers and enhancing the customer experience through our wide ranging betting product and technology.”

“We look forward to being partners with William Hill and believe this leading-edge technology platform will enhance our customers’ experience and be a welcomed point of differentiation,” said David Ross, CEO of Affinity Gaming. “Additionally, the prospects of cross-marketing as well as leveraging William Hill’s online capabilities are potential future opportunities for both firms to create long-term shareholder value.”

About William Hill:
William Hill, The Home of Betting, is one of the world’s leading betting and gaming companies, employing approximately 16,000 people. William Hill is the first British bookmaker to be licensed in Nevada and has entered U.S. market through acquisitions of American Wagering Inc., Brandywine Bookmaking LLC and Club Cal Neva sports books, giving it 164 sports betting locations across Nevada. In addition, William Hill, via the Brandywine acquisition, serves as the exclusive risk manager for the State of Delaware’s Sports Lottery. Founded in 1934, William Hill is the UK’s largest bookmaker with over 2,370 licensed betting offices that provide betting opportunities on a wide range of sporting and non-sporting events, gaming on machines and numbers-based products including lotteries. William Hill Online (www.williamhill.com) is one of Europe’s leading online betting and gaming businesses, providing customers with the opportunity to access William Hill’s products online, through their mobile, by telephone and by text services. William Hill PLC is listed on the London Stock Exchange and generates revenues of over $1.7bn a year. William Hill US can be found on the Internet at www.williamhill.us.

About Affinity Gaming:
Affinity Gaming, LLC is a diversified casino gaming company headquartered in Las Vegas, Nevada. The Company’s casino operations consist of 12 casinos, nine of which are located in Nevada, two in Missouri and one in Iowa. Affinity Gaming is also the landlord of three additional casinos in Colorado and expects to be licensed to operate those casinos in the second half of 2012. Additionally, Affinity Gaming has entered into a consulting agreement to support the operations of the Rampart Casino at the J.W. Marriott Resort in Las Vegas. For more information about Affinity Gaming, please visit its website: www.affinitygaming.com.

Cautionary Statement from Affinity Gaming, LLC Regarding Forward-Looking Statements
This press release may contain forward-looking statements, which can be identified by the use of words such as “anticipates,” “intends,” “plans,” “seeks,” “believes,” “estimates,” “expects”, “projects,” “may,” “will” or “should” or the negative or other variation of these or similar words, or by discussions of strategy or risks and uncertainties, and similar references to future periods. These statements are based on management’s current expectations and assumptions about the industries in which Affinity Gaming operates. Forward-looking statements are not guarantees of future performance and are subject to significant risks and uncertainties that may cause actual results or achievements to be materially different from the future results or achievements expressed or implied by the forward-looking statements. These risks and uncertainties include, but are not limited to, the risks and uncertainties related to the capital markets generally, as well as those risk and uncertainties described in the Company’s most recent Annual Report on Form 10-K, including under “Cautionary Statement Regarding Forward-Looking Statements” and “Risk Factors.” The Annual Report on Form 10-K can be accessed through the “Corporate Information” section of the Company’s website at www.affinitygaming.com. The Company disclaims any intent or obligation to update or revise any forward-looking statements in response to new information, unforeseen events, changed circumstances or any other occurrence.