UK bookmaker William Hill is the target of not one but two possible takeover bids as the industry’s frantic consolidation push continues unabated.

Early Friday, Bloomberg reported that the private equity group Apollo Global Management had approached William Hill about a potential deal. Shortly thereafter, word spread that casino operator Caesars Entertainment was also kicking Hills’ tires. The speculation caused a surge in Hills’ share price, which closed Friday’s trading up a staggering 43.5% from Thursday.

Hills eventually issued a statement confirming that it had received “separate cash proposals” from Apollo Management International and Caesars. Hills said discussions with both parties were ongoing and there was no guarantee that all this smoke would eventually turn into a rip-roaring, four-alarm gambling consolidation fire.

Under UK corporate takeover rules, Apollo and Caesars have until October 23 to either publicly declare their firm intentions to make an offer or call Hills a worthless slag not worthy of their chat-up efforts.