William Hill (WH), a major British sports betting brand, further enhances its racing product. The bookmaker achieves this thanks to a deal with Global Betting Services (GBS). To sum up, the new agreement allows the operator to enhance its racing offer with a wide range of new tools. And all of this right before jump seasons starts in the UK.
According to a press release, the new tool will be available for WH websites in the UK and US. What’s more is that WH B2B clients, like Monmouth Park racetrack in America, will also have access to it!
In case you didn’t know, GBS is a subsidiary of The racing analytics solutions provider, BetMakers (BM). Also, the company is a provider of racing analytics. And one of the most significant benefits of the new partnership, Is the Premium Price Manager.
In brief, it allows a large number of events delivered instantly and automatically. This way, many more new markets will feature on its racing product. Apart from instant pricing. The bookmaker also gets access to other new features like Tote. And all this data and analytics come delivered in one solution. So, this adds to the existing fixed-odds offer.
Terry Pattinson, trading director for WH, believes this gives the brand a competitive advantage. “Implementing it will allow us to offer an unparalleled global racing product. That applies to all racing jurisdictions, as we expand further outside the UK. The racing product from Asia, Europe and North America are the key drivers of our expansion.”
Todd Buckingham, CEO of BM added. “For BM, the deal means a big increase in our footprint in the new markets. More precisely, the newly regulated US ones. Plus, they made their intention clear that the US is a major focus. We’re excited about the prospect of working with WH as it expands.” So, it seems that WH drives its growth strategy on technology. This is not bad news for us in the UK since we’ll benefit from it too!