William Hill has recently revealed that it intends to improve its racing products through a new deal signed with Global Betting Services. The two-year contract will see GBS, which is a subsidiary of The Betmakers, a racing analytics solutions provider, provide William Hill with a range of services and tools aimed at enhancing its racing products within the US, UK, and for its B2B partners.
GBS will be providing their Premium Price Manager solution, which will allow William Hill to instantly and automatically add a price to thousands of racing events at any given time. This will also have support from Racing Data Delivery Services, which will be combining data feeds from a range of different jurisdictions into one, integrated solution.
William Hill will also be gaining access to the Tote, which will allow it to add a series of new products to its fixed-odds racing portfolio in both the US and the UK. Terry Pattinson, the trading director of the group, has said that William Hill has decided to expand the deal in order to expand its core markets after using GBS within their Australian divisions. That particular division made use of GBS products over the last six years before they sold to The Stars Group and Crownbet earlier in the year.
Todd Buckingham, chief executive of The Betmakers, has said that William Hill is now focussing largely on the US market, and that they are excited to be working with them as they expand.
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