William Hill

William Hill has opted for Contentstack as the online gaming and sports betting operator strives to become a digitally led business built upon customer-centric innovation.

As part of the group’s “aggressive strategy,” Contentstack is to replace several legacy systems which it is said were decreasing performance and were unable to support William Hill’s plans for growth.

The refresh will bring the delivery of an entirely rebuilt online portfolio of William Hill properties this month. The platform will offer a streamlined customer experience, based on a centralised hub of all the firm’s offerings.

“Online entertainment is an industry that demands constant innovation to keep customers engaged,” said Matthew Baier, co-founder and COO at Contentstack

“A modern mach-based architecture lays a powerful and flexible foundation that enables brands to quickly create – and continuously enhance – compelling, physical and digital content experiences. 

“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.”

Forming part of a “comprehensive strategy” to offer an intuitive customer experience that enables full personalisation and customer support, the migration will begin with online gaming.

This will subsequently be followed by sports betting, and be extended into the terminals within retail outlets. To support this, William Hill will migrate the entirety of its UK market offering into Contentstack by the end of 2021.

“Aside from the cultural fit between Contentstack and William Hill, it was obvious from our early assessment that the Contentstack product speaks for itself,” said Bartek Gerlich, the head of engineering for the gaming division at William Hill

“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. 

“With regards to publishing, we have moved from new features taking half an hour to take effect to a matter of seconds. That kind of responsiveness is vital in the gaming industry.”