William Hill plots racing product revamp with GBS deal

William Hill has moved to enhance its racing product through a new partnership with Global Betting Services (GBS).

The two-year deal sees GBS, a subsidiary of racing analytics solutions provider The BetMakers, provide the operator with a range of tools to enhance its racing product for UK, US and B2B partners.

Among the products to be supplied are GBS’ Premium Price Manager solution, which will allow William Hill to automatically and instantly price thousands of racing events. This will be supported by the Racing Data Delivery Services, which combine data feeds from a range of different jurisdictions into a single solution.

William Hill will also gain access to the Tote, allowing it to add a new product to its fixed-odds racing portfolio in the UK and US.

The operator’s group trading director Terry Pattinson said William Hill had decided to expand the deal to cover its core markets after using GBS as a supplier for its Australian business. That division, which was sold to CrownBet and The Stars Group earlier this year, used GBS’ products over the past six years.

“Implementing The BetMakers’ products will allow us to offer an unparalleled global racing product in all racing jurisdictions as we further expand outside the UK, with racing product from Asia, Europe, Australia and importantly North America being a key driver of our expansion,” Pattinson explained.

The BetMakers chief executive Todd Buckingham added: “Given William Hill Global powers more than 100 sportsbooks in Nevada alone, and it has made its intention clear that the US is a major focus, we are excited about the prospect of working with WHG as it expands throughout the US.”