Innovation By William Hill PLC

William Hill rolls out new sports betting platform

William Hill has completed the launch of its new sports betting platform, ‘Project Trafalgar’.

Developed by the bookmaker in-house, the project comprises a new website infrastructure and a new mobile application for its sports betting services.

William Hill said the new platform will allow customers to benefit from faster in-play betting, due to seamless navigation between markets.

The bookmaker also noted that the new platform will allow its own development teams to make frequent updates and improvements to the service over time.

Jamie Hart, director of innovation and customer experience at William Hill, said: “Project Trafalgar is not a simple website redesign; instead, it is a comprehensive overhaul of our entire web architecture, with important implications for the core William Hill business – and for the innovation work of WHLabs.

“Project Trafalgar signals an important shift in our digital product offering, giving us complete control over the experience we offer our users.

“Crucially, it gives an outlet for our development talent to deploy an unprecedented velocity of change and further enhance our position as the market leader.”

Meanwhile, William Hill has also rolled out a number of free mobile apps for iOS devices.

Developed by the WHLabs team, ‘Cheer Me Up’, ‘Yes/No’ and ‘Rapid’ will launch outside of the bookmaker’s core sportsbook and offer customers a unique betting experiences.

“With a massive 3.7 million people a year now using either desktop or mobile to gamble, the appetite for mobile experiences is stronger than ever,” Hart said.

“As well as the ‘full fat; experience of our rich sportsbook, we think there’s value in offering these alternative opportunities to have a defined punt on something fun, fast and focused.

“Our WHLabs tech hub allows us to launch these products on a small scale and gather real world feedback. There will be plenty more to follow.”