NEW YORK (Reuters) - Shares of British bookmaker William Hill could rise by as much as 30 percent as the company benefits from new in-store gaming machines and a growing online business, according to financial newspaper Barron's.

William Hill is also expected to receive a boost from the upcoming 2010 World Cup soccer tournament,

The company has nearly finished rolling out its electronic gambling machines, which have given its gross winnings a lift, Barron's wrote in an article in its March 22 edition.

One investment firm cited by Barron's, Collins Stewart, has a price target of 260 pence for William Hill's stock.

Shares closed at 200.50 pence on the London Stock Exchange on Friday.

(Reporting by Phil Wahba, editing by Matthew Lewis)

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