The re-branding was deemed necessary to avoid the confusion and chaos which went to the extent of legal proceedings against the United Affiliates for having supposed to have meddled up with the infringement of the trademark of the 32 Vegas Casino.

On August 03, 2009, the William Hill Online vowed to have inaugurated a new era in online gaming where they stated that the main focus of the business was centered round the major element, the players.

However, the layout of the website is very similar to its forerunner 32 Vegas Casino. The similarity and the resemblance of the 32 Vegas Casino is not any kind of coincidence, because the company required the resemblance as a part of the marketing code. However, the re-branded upgraded copy displayed as 21 Nova is also different in several ways from that of 32 Vegas Casino.

The site provides players with a lot of interesting games and payment methods.  With sufficient experience in the online gaming sector in the past the William Hill Online management knew of the important stuff they have got to include in their re-branded version of their business.

The site provides with multi-lingual support, round-the-clock customer service, interesting loyalty programs like the club 21 and some interesting lot of money making options.