William Hill Integrates Checkd Dev’s Automated Betting System for Pre-Match and Horse Racing Markets

Streamlining Betting with Automation

By integrating Checkd Dev’s ABS, William Hill can now offer one-click accumulator bets, significantly reducing the time needed for bet placement.

Moreover, the system leverages automation to streamline bet creation and management. As a result, users benefit from an intuitive betting experience enriched with contextual data points, making selections more informed.

The Core of ABS

At the heart of this technology lies Checkd Dev’s proprietary BRUNO platform, which powers both its in-house media products and solutions for Tier 1 operators.

In addition, the platform automates bet generation by analyzing betting trends, pricing data, and user behavior. Consequently, it ensures that bets remain highly relevant while improving engagement.

Continuous Evolution of ABS

Initially launched in 2024 in collaboration with Flutter Group’s Sky Bet, Checkd Dev’s ABS has since undergone multiple enhancements.

Notably, these improvements optimize accumulator presentation and simplify the bet-slip process.

Furthermore, the system minimizes manual workloads for trading teams while allowing automated bet generation across different brands and territories.

Enhancing Football and Horse Racing Betting

For football betting, the ABS dynamically categorizes bets based on historical form, providing bettors with greater insights.

Similarly, the system’s user interface has been refined over two years through deployments with leading operators. As a result, users can enjoy a seamless and engaging experience.

Sandro Di Michele, Director of Horse Racing at William Hill, stated:

“This partnership between William Hill and Checkd Dev demonstrates how committed we are to delivering new innovative products to our customers. The ability to deliver at speed has been vital, allowing us to launch both our pre-match football and horse racing products seamlessly ahead of the Cheltenham Festival.”

Expanding Industry Partnerships

Checkd Dev continues to refine its technology to support leading bookmakers in regulated markets. Andrew Grimshaw, Commercial Director at Checkd Development, commented:

“At Checkd Dev, we understand the high standards required to support Tier 1 bookmakers in competitive regulated markets. We continue to expand our technology’s distribution and evolve our products, always striving to stay one step ahead with solutions that simplify operations for operators and media owners. Working with the William Hill team has been a pleasure, and we look forward to further collaboration.”