SBC News Voice of the Sports Betting Industry
William Hill has enlisted sports technology agency Twenty3 to boost its content offering, integrating the firm’s Content Toolbox into its operations.
The 888 Holdings online and retail sports betting brand will utilise Twenty3-produced custom graphics and visualisations to provide information in order to enhance engagement with its customers.
Digital channels are the core area of focus for the partnership, with the duo placing the heaviest emphasis on player prop betting, seeking to meet the demand for these markets via match statistics.
Lee Baker, William Hill Organic Social and Content Manager, said: “I think I speak for everyone on the team – and across the business – when I say that we’re delighted to partner with Twenty3 and add their Content Toolbox to our suite of content-producing tools,” Lee told us.
“At William Hill, we’re proud of our heritage and our expertise in the sport and gaming space. The Content Toolbox allows us to leverage our reputation of being one of the most respected and knowledgeable brands in the industry for the digital age.
“With the latest, official stats and facts across the Premier League and more at our fingertips, presented in graphics which amplify our eye-catching look and feel on socials, we’re able to deliver the best content for our followers to enrich their watching and betting experiences.”
Based in London, Twenty3 is a sports technology company which incorporates data heavily into its offering. This includes a football solution, the Twenty3 Toolbox, working with data and tech providers Stats Perform and Wyscout.
The company’s content package, meanwhile, encompasses written and social media material, video content – including scripted and unscripted, pre-production and live products – as well as design services.
Although the partnership was announced this week, William Hill had already signed up to Twenty3’s Content Toolbox prior to the 2023/24 season. The bookmaker’s pre-season preparations also saw the launch of a new marketing campaign, ‘Who You Got?’, featuring Eric Cantona.
Twenty3 Co-CEO, Andrew Cox, added: ”We’re always thrilled to be selected to provide one of our many sports data solutions to new customers but particularly when it’s a business of the stature of William Hill.
“Our Toolbox outputs help our clients to simplify a dizzying array of data insights in ways that can be quickly differentiated and tailored to meet their own brand requirements, as well as personalised to the specific interest of their audiences.
“With sports betting enthusiasts spoilt for choice when it comes to football markets that they can bet on, our tools are incredibly useful at helping operators and affiliates deliver targeted and timely content both pre-match or in-play.”
