William Hill Bets on Intechnica


About The Client

Founded in 1934, William Hill is one of the world’s oldest and most trusted betting and gaming brands. As the UK’s largest bookmaker, it operates 2,371 licensed betting shops across the country and is the leading online gaming and betting provider to UK customers, and one of the top 3 betting operators in Italy and Spain.

Client Challenge

William Hill offers customers a wide range of sports betting and gaming leisure opportunities, whenever and wherever they want to gamble. It’s online business generates 35% of the group’s revenue.

William Hill’s Sportsbook app, one of a suite of mobile betting applications, gives users access to live streamed content and push messages featuring new odds and offers. Enabling customer to access more than 40,000 pre-match, in-play and speciality markets from William Hill online, over 1.5 million users have downloaded the iOS app alone.

William Hill had identified a persistent issue impacting transactions during peak demand periods. It’s UK innovation team wanted to get to the bottom of what was causing the problem so that they could take steps to improve the user experience.

Intechnica’s Solution

William Hill turned to Intechnica to help it troubleshoot what was proving to be a complex Performance Management issue. Monitoring tools had revealed transactions taking place at peak times had been failing or performing poorly. Now the race was on to identify what was caused these systems slowdowns.

Intechnica initiated a deep dive root cause analysis, generating custom data sets from William Hill’s performance monitoring tools to determine the prevalence of these errors, and whether there was any relationship between these events.

Several short terms fixes were quickly identified. These included identifying the splash screen of the application was blocking on certain devices, minimising Javascript and reconsidering large image elements in order to resolve that primary issue. In addition, Intechnica was able to recommend some specific problematic Javascript code that required further investigation by the application’s original developers.

Finally, Intechnica provided several longer-term recommendations around the configuration of the performance monitoring tools in place. These changes would enable William Hill to save costs while gaining improved visibility of core application issues.

The Result

With several core performance issues identified, Intechnica was able to provide multiple fixes and recommendations that would enable William Hill to move forward fast and resolve the technical problems that were slowing down its mobile app performance.

As a result, William Hill was able to make significant improvements to its mobile Sportsbook app and significantly improve the user experience in time for the EURO 2016 football tournament. By making the app faster and easier to use, mobile revenues have grown rapidly and now account for 70% of all income.