William Hill to overhaul racing product with The BetMakers

William Hill to overhaul racing product with The BetMakers

Wednesday, November 14, 2018 Posted by News Team
Horse Racing
Deal will see a range of new products and markets rolled out across US and UK businesses

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

The two-year deal, struck with The BetMakers’ Global Betting Services (GBS) subsidiary, covers William Hill’s online and retail offering in the UK, as well as its William Hill US business, and third-party clients.

It sees Global Betting Services provide William Hill with a range of solutions, including its Premium Price Manager product, which allows the operator to automatically and instantly price thousands of racing environments.

This will be supported by the Racing Data Delivery Services product, which combines data feeds from a range of jurisdictions to expand the range of events  the operator and its partners can offer. William Hill also gains access to the Tote through the deal, allowing it to add another betting product to its fixed-odds betting portfolio, both in the UK and the US.

The deal has been agreed after GBS supplied a number of racing products to William Hill’s Australian business, working with the division – which has since been sold to CrownBet and The Stars Group – for six years.

“William Hill Group Trading is committed to working more closely with The BetMakers as the company pushes towards a worldwide racing trading product," William Hill trading director Terry Pattinson commented.  

"Implementing The BetMakers' products will allow us to offer an unparalleled global racing product in all racing jurisdictions as we further expand outside the UK, with racing product from Asia, Europe, Australia and importantly North America being a key driver of our expansion," he explained. 

The BetMakers chief executive Todd Buckingham described the deal as a significant milestone for his company, due to William Hill’s reach across the UK and US.

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

"Given William Hill Global powers more than 100 sportsbooks in Nevada alone, and it has made its intention clear that the US is a major focus, we are excited about the prospect of working with WHG as it expands throughout the US." 

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