SBC News Voice of the Sports Betting Industry
William Hill has partnered with Checkd Development to help launch the company’s Automated Betting System (ABS).
The deal – which focuses on enhancing efficiency and engagement in pre-match football and horse racing betting – sees the British bookmaker introduce a range of automated, one-click accumulator bets, powered by the Checkd Group-owned brand’s ABS technology.
The system offers users a ‘familiar betting journey that is enriched with contextual datapoints’, while also providing operators with a robust backend solution for efficient bet creation and management.
Sandro Di Michele, Director of Horse Racing at William Hill, commented: “This partnership between William Hill and Checkd Dev demonstrates how committed we are to delivering new innovative products to our customers.
“The ability to deliver at speed has been vital, allowing us to launch both our pre-match football and horse racing products seamlessly ahead of the Cheltenham Festival.”
First launched in 2024 in collaboration with Flutter Group’s Sky Bet, ABS includes Checkd Dev’s proprietary BRUNO platform which powers all of the firm’s in-house media products and several operator and media client solutions.
“At Checkd Dev, we understand the high standards required to support Tier 1 bookmakers in competitive regulated markets,” added Andrew Grimshaw, Commercial Director at Checkd Development.
“We continue to expand our technology’s distribution and evolve our products, always striving to stay one step ahead with solutions that simplify operations for operators and media owners. Working with the William Hill team has been a pleasure, and we look forward to further collaboration.”
“Checkd Dev’s ABS has evolved since its launch last year, offering smarter, faster, and more engaging betting experiences.”
William Hill continues to offer new innovations and consistently expand its presence in racing. For example, last month it became the Spring Festivals Trials Day sponsor and a few weeks prior the sponsor of Super Saturday at Newbury.
