SportCaller and William Hill Mix Betting and Casino

A William Hill property in the United States.
  • SportCaller and William Hill agree on expanding existing partnership
  • The partnership news comes ahead of the Cheltenham Festival
  • Golden Race’s the latest game offering £1 million in prizing money

SportCaller is a pioneer in helping gaming and betting businesses expand their digital footprint and enhance existing verticals by allowing customers a free-to-play experience. Betting is optional and players have an opportunity to win £1 million. The company is expanding an existing partnership with British heavyweight sportsbook William Hill.

SportCaller and William Hill Focus on Customer Retention

SportCaller has been one of the companies to help various B2B and B2C companies improve their overall experience and offer. SportCaller has worked with FanDuel to help the Daily Fantasy Sports (DFS) platform expand its footprint. Coral has also used SportCaller’s options to introduce the proven free-to-play (FTP) segment to its own portfolio.

Now, the company has chosen to partner up with William Hill to boost retention rate and introduce an exciting new game, Golden Race. Working as a jackpot game, the Golden Race allows players to enter for a nominal fee worth £10 betting on a horse race taking place in the United Kingdom or Ireland.

With the Cheltenham Festival about to kick off there will be significant opportunities to place wagers in the coming days. Players stand to win £1 million if they successfully predict the specific order of the first finishing horses with some £50,000 on the line as consolation reward available to the person(s) to predict the exact order of the first two horses.

The consolation reward only applies in cases when the jackpot hasn’t been hit. Golden Race has proven a particularly successful concept leading to better customer retention rate and organic growth. William Hill has been among the first sportsbooks to address the needs of an increasingly sophisticated audience which wants payouts.

Golden Race has managed to guarantee regular winnings without biting into William Hills’ profitability. The improved upon success rate has prompted even more gamers to choose from William Hill’s ample sports betting portfolio.

SportCaller has managed to broach an interesting topic, mixing the best practices from the casino and sports betting industry and posting very satisfying results.

Liam Wallwork, William Hills Commercial Director, has commented on the similarities between sports betting and the casino experience:

So, we were thrilled to see so many enjoy the Midas touch at Kempton’s Golden Race on Wednesday. The game will now be the cornerstone of our marketing and advertising campaign for The Festival and beyond. In fact, we will be running the £1m Golden Race in tandem across the meeting alongside Lucky 7 for 100k-a-day. It’s by far the most generous FTP offering in the village.

SportCaller’s Cillian Barry has also been excited at the news and William Hill’s choice to continue working with the company:

It’s a real validation for Hills, a name so intrinsically connected with horse racing and The Festival, to have enlisted our services and we can’t wait for Golden Race to come under starter’s orders next week and for one, or more, lucky punters to bag the £1m daily jackpot!

William Hill has long been at the forefront of cutting-edge developments in the sports betting industry, focusing on double growth and US expansion.

Carmen Thompson

Carmen is our residential reporter always on the move and hunting down the latest scoops and rumours to explore. Nothing gets past her keen nose, especially when it comes to some serious Jelly Bean poker tournaments.

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