William Hill completes Project Trafalgar roll-out
Operator claims new front-end is more than a "simple website redesign" and will give firm complete control over user experience
WIlliam Hill this morning announced the full roll-out of Project Trafalgar, its new responsive front-end which the firm says will not only improve player experience but also provide a “powerful platform for future development”.
The operator began its Project Trafalgar roll-out in June, with the new interface going live for tennis and golf, and it has now been extended across the sportsbook, but not horseracing.
“Project Trafalgar is not a simple website redesign,” Jamie Hart, William Hill’s director of innovation and customer experience, said.
“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,” he added.
The new platform will allow Hills developer teams to make faster and more frequent release deployments, without dependency on third parties on the front-end, with Hart adding that the project marks “an important shift in our digital product offering”.
Trafalgar has been three years in the making and required the input of 80 in-house developers, with the operator building a brand new platform to sit on top of the OpenBet back-end.
In August CEO James Henderson told eGaming Review that Project Trafalgar, alongside a new bonus engine for the Vegas platform, would provide the key growth drivers for the firm’s online business.