Innovation By William Hill PLC

William Hill’s Priority Access Card completes hat-trick of awards

Back in September, we launched our Priority Access Card in partnership with MasterCard®, which, in an industry-first, removes the customer’s wait to celebrate. 

The card gives you instant access to your winnings as soon as you win a bet, whereas before you needed to wait 3–5 working days for your bank to transfer the money from your William Hill account into your bank account. Our card means you can celebrate the winning moment immediately by using the card to either withdraw the cash from a cashpoint, or make a purchase anywhere that accepts MasterCard payments. 

The wait for winnings was something that caused product friction and discontent for all bettors industry-wide. We are proud to have cracked it and to offer something so convenient for our customers. It’s a prepaid MasterCard, so customers don’t have access to credit, purely what they have in their betting wallet. The notion of having a winner and immediately buying a round, treating your family or booking a holiday suddenly becomes a reality.

The card has been such a success that it has won the “Best Prepaid Card Solution” in the FStech 2015 Payment Awards, beating stiff competition from some of the biggest names on the high street. The fact that the card won an award in a pure-play financial services category is testament to its functionality. It’s actually the third award of its kind following hot on the heels of the EGR Awards where the Priority Access Card was recognised by its peers, winning ‘Innovation of the Year’ and ‘Innovation in Sports Betting’ to continue what has been a strong start for the new product.

The card has proved incredibly popular among customers so far. During the eight-month proof-of-concept stage, which involved more than 350 of William Hill’s VIP customers, the Priority Access Card received 100% positive feedback, with cashpoint withdrawals proving to be a hugely popular benefit.

Our solution is the first of its kind in the gambling industry, taking a key element of our service back from the banks, and overcoming an issue that many thought was unavoidable. The next step is to extend the features and benefits of the card, for example by providing access to opportunities like ‘money can’t buy’ events, assets from our own extensive sponsorship portfolio, right through to offers across a brand partnership programme. Imagine the moment your bet comes in and being presented with opportunities to do more with your winnings.

It’s an exciting opportunity for us to further differentiate ourselves in an increasingly commoditised marketplace, and it’s an exciting proposition for customers. From a brand perspective, it’s William Hill facilitating that entire experience. 

You can find out more about the card at