Hills chief looks to next step as mobile revenues soar
Newly appointed CEO James Henderson hints at more personalised mobile offerings from the gambling giant
William Hillâs new CEO James Henderson said personalisation and a single front-end platform would be key to its mobile growth after it recorded significant increases in its sportsbook and gaming revenues for the six months ended 1 July.
Boosted by a ârecord breakingâ World Cup for the firm, mobile sportsbook wagers soared 74% year-on-year and mobile gaming revenue more than doubled, rising 146% on last yearâs figure after the firm dedicated resources to boosting its offering on the platform.
Mobile product launches in Spain and Italy also benefitted the company with mobile responsible for 46% and 21% of total revenue from the two countries respectively.
Henderson said that the performance reinforced the firmâs multi-channel products as it looked to capitalise on the âstructural shift to mobileâ, with current initiatives by the company looking to take advantage of this further.
William Hillâs âProject Trafalgarâ, an in-house tech project designed to allow the firm to roll-out product changes faster and more frequently, was singled-out for praise by Henderson.
An entirely responsive front-end is to be developed by William Hill which will allow the firm to change its lay-out once and roll-out the changes across all of its digital platforms, including both iOS and Android, simultaneously.
Henderson confirmed a phased roll-out is already underway and hinted that the programme would allow the firm to personalise the mobile products more efficiently than it is currently capable of.
âFor example, we are building in-house a tailored bonus engine for the Vegas platform, which will start by expanding the range of Vegas bonuses and extend over time to customer selection of preferred bonuses,â Henderson said.
Hills has continued to develop its mobile product suite since the turn of the year, launching its first Android-powered offering in March and an array of new casino games supplied by firms including Quickspin.