Checkd Development has teamed up with William Hill to assist in the development of the company’s Automated Betting System (ABS).
The British bookmaker is launching a variety of automated, one-click accumulator bets, driven by the Checkd Group-owned brand’s ABS technology, as part of the arrangement, which aims to increase efficiency and participation in pre-match football and horse racing betting.
In addition to giving operators a strong backend solution for effective bet formation and management, the system gives customers a “familiar betting journey that is enriched with contextual datapoints.”
“This partnership between William Hill and Checkd Dev demonstrates how committed we are to delivering new innovative products to our customers,” said Sandro Di Michele, Director of Horse Racing at William Hill.
“We were able to smoothly launch our pre-match football and horse racing products ahead of the Cheltenham Festival thanks to our ability to deliver quickly.”
ABS, which was first introduced in 2024 in partnership with Sky Bet of the Flutter Group, incorporates Checkd Dev’s own BRUNO platform, which supports all of the company’s internal media products as well as a number of operator and media client solutions.
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Andrew Grimshaw, Commercial Director at Checkd Development, continued, “At Checkd Dev, we understand the high standards required to support Tier 1 bookmakers in competitive regulated markets.”
“As we always work to stay ahead of the curve with solutions that streamline operations for operators and media owners, we keep growing the availability of our technology and improving our goods. It has been a pleasure working with the William Hill team, and we anticipate more cooperation.
Since its debut last year, Checked Dev’s ABS has improved, providing faster, more intelligent, and more interesting betting experiences.
William Hill keeps coming up with fresh ideas and steadily growing its racing footprint. For instance, it sponsored Super Saturday at Newbury a few weeks ago and the Spring Festivals Trials Day last month.
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