Our strategy is to increase the group’s diversification by growing our digital and international revenues.

Within this, we have three priorities to deliver further shareholder value. These focus on maximising our opportunity as one of the UK’s leading multi-channel operators, taking that proven experience into international markets and increasing our technological self-reliance to differentiate what we offer our customers.


Maximising our omni-channel potential

UK customers are increasingly using both digital and land-based channels to bet. In 2015, William Hill had the largest betting shop estate in the UK and was the leading online operator by revenues.

We have a unique opportunity to drive towards a ‘one customer’ proposition that gives William Hill customers a more consistent and joined-up experience online, on their mobile devices and in shops.


Extending our expertise into international markets

We have built an innovative and highly competitive offering for customers. As regulations change and markets open up across the world, we are taking that offering into other regulated markets.

By diversifying our revenue streams, we reduce our exposure to fiscal, economic and regulatory change in any single market.


Increased differentiation through technology

We have already successfully differentiated our customer experience through both betting and gaming innovations and the breadth and depth of our product range.

While many other operators continue to rely exclusively on third parties’ software and technology, we are increasingly building our own solutions and optimising how we use third parties to build a bespoke William Hill technology. This gives us the platform for further innovation and differentiation.