Customers would be able to experience life as a jockey as they take part in a race, and William Hill hope it will help to reinvigorate live sports gambling. The ‘Get in the Race’ initiative is currently a prototype, but if tests are successful then there are plans to expand to other sports. The prototype makes use of real data from a past race which has been collected with GPS trackers placed on the horses, and William Hill officials are confident that users will embrace this innovative new technology.
Director of corporate development and innovation Crispin Nieboer told The Drum: “This is all part of our plan to enhance what we call the thrill of the ride. Most people in betting don’t do much for the customer in between placing a bet and finding out about it, so we think this is a step in the right direction.
One of the factors behind the campaign was the lack of enthusiasm for horse racing among many younger customers, who prefer to wager on sports such as football and tennis. William Hill’s innovation chief, Jamie Hart, said: “One of the problems we’re seeing with horse racing is that we’re seeing a swing away to football, tennis and other sports. It isn’t really in touch with young people."
The new app was unveiled at the Digital Shoreditch festival, which runs until 24th May. William Hill’s tech lab has been based in Shoreditch since 2013 as the bookmaker seeks to create new ideas to keep the betting industry evolving, and there are high hopes that this new innovation will make a significant breakthrough.