Britain's biggest high street bookmaker William Hill has confirmed that it is in talks with Canadian online gambling company Amaya about a merger of equals.
A merger between the two bookmaking giants would "create a clear international leader across online sports betting, poker and casino," the company said in a statement.
"These discussions are ongoing and there can be no certainty that an agreement will be reached."
The announcement is just the latest round of merger talks within the industry this year.
Rank Group and 888 Holdings ended a pursuit of William Hill in August after the bookmaker's board said a planned £3.6 billion three-way merger substantially undervalued the firm.
William Hill employs around 16,000 people and is listed on the FTSE 250.
Regulators cleared the way in July for a proposed £2.3 billion merger between William Hill rivals Ladbrokes and Coral.
A merged company would overtake William Hill to become Britain's biggest bookmaker by number of shops.