William Hill and Amaya's merger discussions have ended without a deal, with both companies now preparing to focus on core aspects of their existing businesses to deliver organic growth.

The companies had confirmed earlier this month that they were exploring an all-share merger that would have amounted to a reverse takeover of PokerStars owner Amaya by William Hill. 

However, news of the discussions prompted a less than enthusiastic response from analysts, while William Hill's largest shareholder came out strongly against what it described as a "value-destroying" deal. Parvus Asset Management, which holds a 14.3 per cent stake in William Hill, said that it would vote against any merger proposal.

Following the Parvus intervention, the board of William Hill said Tuesday that it will not pursue discussions with Amaya, although it remains open to considering strategic alternatives.

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