Checkd Dev announced a partnership with William Hill to launch its Automated Betting System (ABS) to improve pre-match football and horse racing betting experience.
Through the partnership, William Hill has introduced a range of automated, one-click accumulator bets using ABS, which enriches the betting experience for users with contextual data points and offers operators a backend solution for efficient bet creation and management.
First launched in 2024 with Flutter Group’s Sky Bet, ABS is part of the igaming technology provider’s proprietary BRUNO platform, which powers its in-house media products and operator and media client solutions. Using data from OPTA Sports and Racing Post, the platform automates accumulator bets at scale, leveraging betting trends, pricing data and user behaviour insights to drive engagement and conversion.
Andrew Grimshaw, commercial director at Checkd Dev, highlighted that ABS “has evolved since its launch last year, offering smarter, faster and more engaging betting experiences” to users.
For football betting, bets are dynamically categorised based on historical form, giving bettors greater insight into their selections. The system’s user interface (UI) has been refined through collaborations with operators and media partners to ensure a seamless and engaging user experience.
Sandro Di Michele, director of horse racing at William Hill, emphasised the partnership’s aim of “delivering new innovative products” to 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,” he said.
Grimshaw added: “At Checkd Dev, we understand the high standards required to support tier 1 bookmakers in competitive regulated markets. 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.”
The affiliate arm of the business Checkd Media announced a 157% growth in conversions last December following a strategic overhaul across SEO, digital PR and CRO.