Without expansion plans, online casinos and bingo sites would soon reach critical mass and no longer be able to sustain operations. Now that the European market is opening up to online casino operations by de-regulating, many British operators are setting their sights on these markets. William Hill Online has set their sights on the Austrian marketplace next and has in fact acquired a PR Agency - Aigner PR, to build a brand for the launch of a dedicated online sports betting site.

They are hoping to take a leading position in this market and William Hill online has commissioned the PR Agency to handle print, TV and online advertising campaigns, using the byline ‘Wetten wie die Briten’ or ‘Bet like the British’. The campaign, which will coincide with the launch of the site, features the well known face of actor John Cleese.

After many months of dev elopement and research the site will focus its centre of attention on local Austrian football. It will provide up-to-date, relevant information regarding all sports betting markets in the country and Austrian customers will be able to place wagers on as many as 100 pre-match or in-play domestic events.

This is an exciting move for William Hill and in light of the fact that Austrians harbor a passion for sports; should be a successful venture. They offer an unrivalled online casino, sports betting, poker and bingo site in the UK and Austrians can expect the same dedicated service levels.

In the meantime Germany is still hanging on to their state controlled monopoly in the gambling industry despite the fact that ruling in the European Court has ordered them to allow access to online casino operations. Apparently all EU member nations are now being order to do this in the face of breaching the tenets of a free market in the EU. The courts have decided that the law in Germany should be adapted to suit the free market and the same practices need to be followed by all member countries with regards to this industry. Should Germany continue with state control they will be found in breach of the European Union?

This opens the doors for companies such as Party Gaming as well as many other to enter the fray and the ruling includes sports betting as well as state controlled lotteries. The courts have basically said that The German gambling market has to be opened up to all off-shore operations so that it can be representative of an equal market. While German residents should be happy with this move and the many choices they will have to play online, the Government is unlikely to be enchanted by the fact that they are compelled to adapt laws for this purpose. This has been an ongoing and very long struggle on the part of online gambling operators and the EU Courts, but finally things seem to be taking shape. They should look on the bright side; it will bring in additional tax revenue as well as other fees from these operations.