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UK – William Hill announces roll-out of new digital platform and architecture

By Phil - 14 October 2015

William Hill has rolled-out a new sports betting platform called Project Trafalgar, consisting of a new website infrastructure and new mobile app.

Project Trafalgar enhances the customer experience with a clean, responsive layout and faster in-play betting as well as representing a powerful platform for future development.

The new front end provides William Hill customers with quick and seamless navigation between markets to enable faster last-minute and in-play betting, and a cleaner interface.

“Project Trafalgar is not a simple website redesign,” said Jamie Hart, Director of Innovation and Customer Experience. “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.”
The new platform provides William Hill’s developer teams with an improved product delivery model, empowering them to make rapid, frequent release deployments with no dependency on third parties for the front end.

“Project Trafalgar signals an important shift in our digital product offering, giving us complete control over the experience we offer our users,” adds Jamie. “Crucially, it gives an outlet our development talent to deploy an unprecedented velocity of change and further enhance our position as the market leader.”

William Hill has also further strengthened its relationship with Betdigital with a brand new four year agreement to deliver their best-in-breed games and integrated services.

Commenting on the deal, Heath Samples, Betdigital CEO said: “Since we began working with William Hill, both companies have seen some fantastic gains in the retail and online sectors offering true omni-channel games. With the recent release of Mega Pots Bar- X Gold and Giant Gems, both top performing games for William Hill, we are in a good place to continue developing our own content and bespoke content that is truly world class.”

Andrew Sackey, William Hill Head of Product & Content added: “Betdigital have been a key supplier to William Hill, providing popular integrated games from both online and land based suppliers from Europe and the US, along with producing their own omni-channel games for our retail and online channels. Post the successful release of Giant Gems, I look forward to working with Betdigital on further omni-channel and integrated games over the coming months.”