BetMakers Shake Hands with William Hill in Two-Year Deal

Staff Writer Industry News, William Hill Casino 3,552

BetMakers’ subsidiary GBS (Global Betting Services) has signed a two-year agreement with William Hill Global which will allow them to provide a global racing solution available to retail, online and B2B William Hill customers both in the UK and US.

Expanding the Reach Globally

William Hill will expand its UK and US market presence since it will get access to the suite of global GBS products and services including the “Tote Access” which will allow William Hill to offer another type of wagering products to its fixed odds racing solutions.

GBS’s “Premium Price Manager” will allow William Hill to automatically and instantly price thousands of racing events simultaneously without the need to increase resources, like traders and IT staff.

Another innovative solution called “Racing Data Delivery Services” combines data feeds from numerous jurisdictions into a single manageable solution and will enable William Hill to expand the number of events it can offer, as well as, the services it offers to its wholesale business clients.

Being the biggest bookmaker in the UK, the majority of William Hill’s annual revenue comes from the UK market. William Hill’s US entity currently operates 126 race and sports books in Nevada, New Jersey, Mississippi, West Virginia and Iowa, as well as offering a variety of other services in Delaware and Rhode Island and the company’s footprint is yet to be expanded.

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

The BetMakers CEO Todd Buckingham commented the deal as a major breakthrough.

 “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 we look forward to delivering innovative products to enhance its offerings and deliver maximum returns.“

Building on a Successful Partnership

The two-year agreement follows the previous successful partnership deal between two companies within the Australia market in which William Hill gained significant market share in recent years.

William Hill group trading director Terry Pattinson explained: “After a very successful six years of working with GBS under the William Hill Australia brands, William Hill group trading is committed to working more closely with The BetMakers as the company pushed towards a worldwide racing trading product.”

BetMakers expect the deal to have a “material economic impact” on the company.


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