William Hill in-play could double again in 2011 says CEO
Chief executive Henry Birch looking to push on even further after in-play revenue grew 114% in 2010.
In-play revenue at William Hill Online could double again in 2011 if it continues at its current rate of growth, its chief executive has told eGaming Review.
One of the headlines of William Hill’s trading update yesterday was the 114% growth in in-play turnover, but the bookmaker has no signs of slowing down in that market. Speaking to eGaming Review chief executive Henry Birch said internal product development could pave the way for a similar increase in 2011.
“We have real sports-betting expertise within the company and [that’s evidenced by the fact that] over the course of the year we have been able to double our year-on-year revenue. We’d be delighted to double it again this year and have some aggressive plans for the months ahead.”
Birch confirmed that the company is looking to extend its in-play provision to incorporate horse-racing in the year ahead, in a move which “ if completed “ is likely to redress the balance between in-play and pre-game bets within its online sportsbook.
With horse-racing yet to join William Hill’s in-play portfolio, only around 35% of online sportsbook revenue came from in-play bets last year, with the remaining 65% generated from pre-game wagering.
“In-play in horse-racing is something we’re pushing “ we will have to wait and see how much punters adopt that, and we are looking to increase both depth and breadth with regards to in-play betting in general. We hope to cover more sports, and go deeper into those we are already covering,” he explained.
“In terms of football we will be covering more matches and offering more markets within them. At the moment football is our largest in-play product (with tennis number two), and I’m not saying we are done with it by any means,” added Birch, who also revealed there would be a greater movement towards American sports later this year.