June 17, 2021 3 min read


William Hill Partners with Contentstack in a Push to Become an International Content Leader

UK sports betting giant William Hill has announced that it has partnered with leading content platform Contentstack to spearhead its change in digital strategy. The announcement signals William Hill’s intention to shift its strategy to become a digitally-led and internationally diverse business.

William Hill has engaged Contentstack to develop a fresh and innovative experience for the William Hill Vegas brand. The revamped online platform will feature a fresh content management system, with William Hill products at its core.  

William Hill Wants a Shift Towards a Personalized Customer Experience

The COVID-19 pandemic has forced several major brands in the casino industry to re-examine their digital offerings. US customers have become educated on their online purchases, and a personalized experience is now a must in the casino and sportsbook sectors.

Contentstack has been engaged by the bookmaker to provide a personalized customer service experience that is expected to start with the online offering and stretch out into William Hill’s stores. William Hill is hoping that its entire UK is offering into the Contentstack platform over the latter half of 2021.

Proven High-Performance Give Contentstack the Edge in the Selection Process

William Hill executives felt that Contentstack’s headless architecture, rapid deployment, and ability to create high-performing web pages made it an ideal fit. The platform offers superior data analytics and market independence.

Legacy systems impeded the speed with which William Hill could iterate new features, decreasing performance due to growing demands for processing power and increased complexity following every instance of innovation. Head of Engineering for the Gaming Division at William Hill, Bartek Gerlich, was impressed with the product.

“Aside from the cultural fit between Contentstack and William Hill, it was obvious from our early assessment that the Contentstack product speaks for itself. We were particularly impressed by the ability to simplify A/B testing and the speed and ease with which we could spin up new properties and features. As a fully cloud-native solution, Contentstack removes a huge amount of the effort our developer team faces, and so we are better able to focus on the customer experience,” Gerlich said. 

Contentstack Co-Founder Matthew Baier also praised the partnership with William Hill: “Online entertainment is an industry that demands constant innovation to keep customers engaged. It’s a strong competitive advantage for innovators like William Hill who are constantly looking for opportunities to delight their customers and, in turn, drive business growth.”

Revamped Digital Platform Is a Core Component of William Hill’s New Direction

Contentstack will replace several of William Hill’s content management systems that were not able to support their aggressive growth strategy. The move comes as William Hill is being transformed under the ownership of Ceasar’s Entertainment. Caesar’s Entertainment took control of William Hill in April with a successful bid of £2.9 billion.

Dan is an Aussie guy who has a passion for sports and the online gambling business. Dan has worked extensively in Asia with a number of leading brands in the gambling industry and has a passion for the English Premier League, rugby, cricket and online poker.

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