Head of Affiliation,
William Hill Online
Which of your app features do you think attracts the most interest from punters?
That has to be the ‘Cash in my bet’ option. It offers punters such a level of control over their bets that it’s an extremely appealing feature. It has returned nearly £90m to almost 400,000 punters who have cashed in since 15/12/12.
How successful are push notifications in encouraging punters to place bets?
Very successful. We are aware of the potential to overload customers with messages so we ensure to only send the most appealing alerts and offers at all times.
How will your native application diverge/converge from your mobile offering in the future?
We look to offer the same features to all our punters, whatever device they’re betting through. Where I can see divergence is in taking advantage of iOS or android specific features which can really enrich the experience beyond web.
During which sporting event did you witness the most downloads?
Grand National is always the single biggest day. Our best Grand National saw 44,715 downloads of the sportsbook app.
Every punter dreams about that huge win - can you give an example of an obscure bet placed where a William Hill punter has won big?
We have had a couple of big wins through the years. The most memorable of which saw a Maltese punter stake €1 on a 20 team accumulator which returned €683,739 when Liverpool defeated Chelsea 1-0 at Stamford Bridge in November 2011 – a match for which the Reds were 7/2 underdogs.
Do you think mobiles and tablets have influenced the growth of in-play betting?
In-play football has also been enhanced by the introduction of our popular five minute markets where punters can try and predict the minutiae of a football match in 5 minute increments.
What is the most popular in-play bet?
Football and tennis are the most popular sports. 90 minutes and next goal are popular for football, and next game betting in tennis is extremely big.
Do people wager more money on mobile or desktop? How do betting patterns vary between the two?
Traditionally it was the case that punters were far more singles oriented on mobile. Time and speed were the utmost considerations for this. Now that the experience has been enriched so significantly, and the range of markets is at the same level as desktop, we’re seeing a convergence of betting behaviour.
With mobile technology constantly evolving, could you see your app featuring on any other new platforms? (i.e. wearable tech, console integration)
Absolutely. As long as it makes sense from a punters point of view and adds to the experience then new technology will always appeal.
Second screen betting is a huge phenomenon now. But how do you think sports spectating and betting could be integrated into one device in the future?
A lot depends on whether the demand would be there for it. For many, betting is a personal experience; while watching sports, particularly the big events and matches, is a communal one. Second screen suits this perfectly. If the experience was to be integrated into a single device I could see it being done with custom overlays onto live tv streams. It could be done on either handheld devices or through tv’s but ultimately, the customer usage will drive what takes off.
How popular do you think mobile betting is at live fixtures? Is this an area that will grow? What are the barriers to growth (Wi-Fi at sports stadia/Network coverage)
Wi-fi coverage is improving which will certainly increase this as it can be a challenge to get a decent data connection in crowded areas.
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We at Freebets are as excited as anyone in the betting industry to see the marvellous advances in technology and most recently it has been in-play betting and mobile apps causing the most interest. Mobile technology is moving forward at such a rapid rate, we were eager to discover what the future holds for mobile betting and went calling on the leading online bookmakers to find out more.
William Hill is the biggest bookmaker in the Europe and has been at the forefront of innovation since the legalisation of betting shops in the early 1960s. Always striving to be first at everything it does, number one on the High Street, the introduction of telephone betting and Early Bird prices to the development of its internet betting site, count on William Hill to be leading the way.
William Hill’s mobile betting app is available on iOS and Android with dedicated apps for iPhone, iPad and iPad mini. Customers have quick access to a huge range of sports betting as well as games, casino, bingo and virtual sports. By downloading the app, William Hill customers can log in to their account at any time to bet, deposit or make a withdrawal. New customers can register an account via the app, receiving a free match bet following the first bet and like existing customers, get exclusive mobile offers such as money back as a free bet for finishing second in Channel 4 races.
Punters can already bet and watch live events on their mobile devices as well as full management of their account. Industry insiders tell us the advancements in mobile components, improvements in signal bandwidth and the growth of wi-fi availability will lead to increasing downloads of mobile betting apps making the service the ultimate in convenience for casual and serious punters alike.
We approached William Hill to see if they could answer a few questions on the subject of mobile betting and to our delight they were more than happy to respond. We wanted to know straight from the horse’s mouth, what makes the William Hill app so popular, how do they use the app to improve the customer experience, what are the most popular bets and what do they see for the future of this segment of the betting market.
Thanks to William Hill, we are able to provide this result of this Q&A session which we hope readers will find as fascinating and informative as we have at Freebets.com