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William Hill agrees to a deal with data and analytics agency The BetMakers

Thu, Nov 15, 12:10pm by Staff Writer

Bookmaker William Hill has agreed to a deal with racing data and analytics agency The BetMakers to launch a range of services as part of a revamp of its racing betting product.

The two-year deal between William Hill and The BetMakers’ Global Betting Services (GBS) subsidiary covers William Hill’s online and retail offering in the United Kingdom, as well as its businesses in the United States and with third-party clients.

GBS will provide William Hill with a range of solutions including its Premium Price Manager.

This will allow the operator to automatically and instantly price thousands of racing environments and reduce the need for traders and IT staff.

The product is supported by the Racing Data Delivery Service product that combines data feeds from a range of jurisdictions to expand the range of events the operator and partners can offer.

GBS supplied numerous racing products to William Hill’s Australia business, which has since been sold to CrownBet and The Star Groups for six years.

The CEO of The BetMakers Todd Buckingham said, “this is a significant milestone for The BetMakers with William Hill having such a big reach across the UK and into the US markets through its B2B customers.”

“We look forward to working with its team to deliver a racing solution that meets its needs and delivering innovative products to enhance its offerings and deliver maximum returns,” Mr Buckingham said.

Tote betting attractive to US markets

William Hill will receive “tote access”, which will allow the global bookmaker to offer another wagering product to its fixed odds racing line-up in the UK and US markets.

Tote betting is currently legal across most of the US states although some jurisdictions have chosen to classify it as a form of illegal gambling.

It is a betting system in which all bets of a particular type are placed together in a pool.

“After a very successful six years working with Global Betting Services under the William Hill Australia brands, William Hill Group Trading is committed to working more closely with The BetMakers as the company pushes towards a worldwide racing trading product,” the trading director of William Hill Group Terry Pattinson said.

The majority of it’s A$3.05 billion annual revenues are still derived from the UK, where it has a national presence of licensed betting offices and one of the leading online and gaming services.

William Hill employs approximately 16,600 people across all of its businesses with main offices in the United Kingdom, Republic of Ireland and Gibraltar.

There are more than 2,300 licensed betting offices in the United Kingdom and they are the largest UK bookmaker, representing around 25 per cent of the market throughout the United Kingdom and Ireland.

In addition to its online sports book operations, the company offers online casino games, online bingo and online poker.

William Hill is slowly gaining traction in the United States after establishing operations in Nevada in 2012.

It had an initial focus on retail and mobile operations in the gambling capital of the world, but now operates 126 racing and sports books in Nevada, New Jersey, Mississippi, West Virginia and Iowa.

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