William Hill builds on "destinations" casino strategy with Mayfair launch

William Hill completed the roll-out of its new Mayfair live casino rooms last week as the operator strengthened what it describes as a “destination-themed” strategy.

The Mayfair rooms, which were were unveiled early last week, join William Hill’s existing live casino content based on the popular gambling destinations of Vegas and Macau.

Speaking to eGaming Review, William Hill live casino operations manager Richard Atkinson said Mayfair was the latest piece of the jigsaw in bringing a new experience to its customers.

“We have this idea that we want to offer our customers different destinations so if they feel they aren’t having a great run of things in one place, they can click a couple of buttons and be somewhere completely different so that they have not only switched tables but also gambling destinations,” Atkinson said.

“The real thing for us is to have these three rich destinations with all the best equipment, HD cameras 4K TV screens and really just the highest quality elements we can put into it,” he added.

The new Mayfair rooms come amid substantial changes to William Hill’s Evolution Gaming-powered live casino offering, including the recent launch of an Asian-themed Macau product on the operator’s website.

Atkinson also said discussions around the release of further destination-themed products had taken place but that the operator would initially focus on the wider overhaul of its live casino product.

“We are having a revamp of our Live Casino tab, which will be fully responsive on desktop and mobile, and our destinations will be laid out more clearly. We’re nearing completion on that,” he said.

William Hill recently lost head of live casino and Vegas Kevin Kilminster to supplier giant Playtech while director of gaming innovation James Curwen also left for Gamesys.