Enriching the betting experience through innovation

As the world’s largest bookmaker, William Hill maintains its competitive edge by continually finding news ways to enhance the betting experiences of its customers.

As such, the business wanted to develop a platform that would make it easy for its in-house developers to experiment with William Hill betting technology and data, and to submit ideas and prototypes for new digital products. In this way, William Hill would be able to drive innovation and bring exciting new betting experiences to its customers.

But William Hill realised it would gain an even greater advantage over its competitors if the platform also enabled pioneering start-ups and external developers to access betting and pricing data in the same way, and to propose their own prototypes to William Hill.

The platform would therefore need to act as an external portal using APIs to open-up the organisation's betting data to developers worldwide, all whilst allowing the bookmaker to maintain control of its content.

In keeping with its ethos of openness, the bookmaker was keen to build the platform using flexible, open-source technology that would enable William Hill to quickly try new ideas and easily add new features and components as needed.

Within months, Inviqa built WHLabs, an innovation portal based on the open-source web content management system Drupal.

Using Drupal’s extensive module ecosystem Inviqa ensured editorial control for the William Hill site owners, whilst providing easy access to APIs and an easy-to-use support helpdesk for external developers interested in developing applications and products using William Hill data.