Corporate By William Hill PLC

William Hill partners with inspired to be exclusive gaming machine provider

William Hill PLC (LSE: WMH) (‘William Hill’ or ‘the Group), a leading betting and gaming business and the UK’s largest bookmaker, announces that it has awarded an exclusive contract to Inspired Gaming Group (‘Inspired’) for the sole supply of gaming machines to the Group’s licensed betting offices (LBOs).

Gaming is now well-established as an important part of the product offering sought by the modern betting shop customer.

Inspired currently supplies 79% of the gaming machines in William Hill’s 2,370 LBOs through new generation ‘Storm’ cabinets, which provide a high-quality gaming experience using high-definition, 22- inch dual-screen technology. It was launched in the William Hill estate between August 2009 and March 2010, and has consistently delivered strong growth.

William Hill is currently conducting a trial of a three-screen version of the ‘Storm’ cabinet in 100 LBOs, including marketing and rewards functionality. These cabinets will be rolled out to the remaining 21% of the William Hill estate by the middle of 2012 and discussions are ongoing about future technology innovations.

The new exclusive contract extends to 2016. Under the contract, William Hill has retained the flexibility of an option to return to a dual-supply model for a portion of its estate should it consider that to be in its best interests.

Ralph Topping, Chief Executive of William Hill, said: “William Hill has established a reputation for the best gaming offer on the high street and this change to our machines estate will ensure we can continue to offer market leading technology to our customers. Inspired has consistently delivered outstanding performance and has a strong track record of innovation. We are delighted to have extended our contract with this valued partner.”

Luke Alvarez, Chief Executive of Inspired Gaming Group, added: “We are proud to have been selected by William Hill as exclusive gaming machine supplier, after four years of head-to-head comparisons. We are looking forward to continuing our partnership with William Hill. We plan to drive the next wave of technology and game innovation in Server Based slots, with a number of upcoming world firsts in player rewards.”



William Hill
Ralph Topping, Chief Executive
Neil Cooper, Group Finance Director 
Lyndsay Wright, Director of Investor Relations
Tel: +44 (0) 20 8918 3614

Brunswick Group (for William Hill financial media enquiries) 
Simon Sporborg / Sophie Brand 
Tel: +44 (0) 20 7404 5959

Inspired Gaming Group
Lucy Buckley, Marketing Director
Tel: +44 (0) 20 7438 5800


William Hill, The Home of Betting, is one of the world’s leading betting and gaming companies, employing more than 15,000 people. Founded in 1934, it is now the UK’s largest bookmaker with over 2,370 LBOs that provide betting opportunities on a wide range of sporting and non-sporting events, and gaming on machines and numbers-based products such as lotteries. William Hill Online ( is one the leading online betting and gaming businesses, providing customers with the opportunity to access William Hill’s products online, through their mobile, by telephone and by text. William Hill PLC is listed on the London Stock Exchange and generates revenues of over £1bn a year.