William Hill makes "personalisation" play with OpenBet deal
Three-year extension to 2017 aimed at giving operator "greater technological flexibility" with its sportsbook sites
William Hill has extended its partnership with sportsbook platform supplier OpenBet as part of its shift to a “differentiated” and “personalised” customer experience.
The operator, which has partnered with OpenBet since 2008, will continue to use OpenBet’s platform for a further three years until 2017.
London-based OpenBet said the agreement has a renewed focus on collaboration with William Hill in order to give its client “greater technological flexibility”.
Over the past year William Hill has revealed it is working on a complete overhaul of its customer-facing websites, dubbed internally as ‘Project Trafalgar’.
The project is set to be completed in the coming months and is designed to differentiate its offering from other operators using the same platform and content suppliers.
William Hill CEO James Henderson (pictured) said the firm is focused on “developing the technologies that underpin our business to bring a differentiated and personalised experience to our customers”.
“When assessing our partners, like OpenBet, we are looking for those with a flexible, collaborative approach that can help us realise this ambition,” he said in a statement.
Last month William Hill reported a 124% rise in online operating profits for the third quarter, driven by growth in sportsbook revenue and a steady increase in its egaming business.