William Hill Australia generated 7% of Group net
revenue in 2016 and employs around 325 people
based in Sydney, Darwin and Manila.

William Hill Australia was created through the acquisition of Sportingbet (including Centrebet) in March 2013 and tomwaterhouse.com in August 2013. The combined group – being rebranded as William Hill – is one of the largest online betting companies in Australia, with around 247,900 active customers.

Building a digital business

The Australian market is very attractive, growing at double digit rates, with structural growth drivers in fixed-odds, sports betting and digital channels. While it is an increasingly competitive environment, customers are also shopping around more, creating an opportunity to attract more customers through a differentiated and engaging experience.

Since 2013, we have focused on building a business that is highly competitive in the online betting market and focused more on mass market customers. We changed the management team, restructured the operations, increased marketing effectiveness, improved the customer experience and rebranded the main businesses as William Hill.

Improving the customer experience

We are focused on expanding the product range and continuously improving the user experience, making it ‘fast and easy’ for customers to bet with us. These include developments such as Cash Card and Quick Bet. Having previously launched an in-play product, Click to Call, we revised this following changed licensing requirements in October 2016, replacing it with Quick Call. Given this constraint, we have increased our focus on horseracing as a product, including launching our innovative ‘Double Down’ product ahead of the peak Spring Carnival trading period in October/November, providing an exciting experience for racing customers.

Benefiting from proprietary technology

We have also invested in our IT operations to benefit from one of our greatest differentiators: our proprietary technology platform. Without being reliant on the same platforms used by others in the market, we can deliver a differentiated experience by bringing new and exciting products to the market faster than our competitors. We have built an internal IT team to make the most of this asset and now have c130 people in Manila working on technology, business intelligence and digital design. Our Global Trading Platform enables us to expand our product range and offer customers content from a much wider range of sports from Europe and the US.