Exclusive: William Hill launches revamped Vegas online casino site to UK players
Bookmaker unveils upgraded proprietary brand featuring improved search functionality and live casino sports lounge in partnership with Evolution
William Hill has unveiled a new in-house redeveloped version of its William Hill Vegas online casino site to UK players, EGR Intel has learned. The site has been revamped on Hills’ new proprietary technology platform, which has been under construction for the last six months. It focuses on delivering improved customer experience and navigation-based enhancements designed to improve UX through consolidation after the operator listened to extensive customer feedback. The new William Hill Vegas homepage focuses on ease of navigation by consolidating all the different gaming verticals into a single gaming proposition. EGR understands the project involved large scale collaboration involving dozens of employees from Hills’ marketing, operations, product, development and safer gambling teams. Speaking exclusively to EGR about the enhancements, William Hill gaming director Nir Hakarmeli said: “Our improvements focus mainly on two areas, one is content accessibility, and the other is what we call discoverability. In plain English we wanted to make our site the simplest version possible. “We’ve structured the site navigation in a more convenient and logical way, by game categories. “The second one is really about the content relevancy and discoverability, because we know that on mobile it’s very hard to find your favourite game when you have to scan thousands of games, which is something we wanted to address. “We’ve also ensured our safer gambling tools are easily accessible to players,” Hakarmeli added. The upgrades include an enhanced search tool which allows players to find any game that is on the site, even if it is not directly visible on the Vegas homepage. The search tool uses machine learning capabilities to provide automated search functionality when probing for games. Other recommendation capabilities are due to be rolled out on the site later this year. The new-look site will be tested initially in the UK market, with a view to expanding this to Hills’ operational markets internationally over the rest of the year. At present, Hills’ development teams are focused on building generic platform functionality that can be rolled out both in the UK and internationally. Meanwhile, a TV advertising campaign has been launched to highlight the new William Hill Vegas offering, as well as digital and social media advertising across channels run by the operator’s affiliate partners and on Google. Discussing the timing of the relaunch, Hakarmeli explained: “The reasons are twofold. One, since the beginning of the year our product teams have worked very hard to build a new proprietary front-end. “This all came together within the last couple of weeks into something that we felt is really leading the market. We wanted to complement it with a brand refresh. “We didn’t want to replace Vegas as this has been our main gaming brand for a good few years now, so we felt that the right thing to do would be to refresh our existing Vegas branding. “The second reason is that it fits well with our master rebrand and alongside our new sports branding together very nicely,” he added.
William Hill Vegas revised interface for mobile