One of the leading gambling companies in the UK – William Hill – has revealed that it has joined forces with the leading content platform Contentstack as part of its efforts to bring some major changes to its digital strategy. The announcement revealed the betting giant’s intention to alter its strategy in an attempt to become a more globally diverse and digitally-led business.
As revealed by the UK gambling company, it teamed up with Contentstack in order to develop a fresh and innovative experience for the William Hill Vegas brand. The changes that are set to be brought to the online platform will feature a new content management system and will offer products of the betting operator at its core.
The coronavirus pandemic outbreak has forced a number of big gambling and casino brands to reconsider their strategies, especially in terms of digitalisation and online offerings. This has been even more important for those of them that have been present in the US market, considering the fact that US customers have been well-acquainted with the online purchases and gambling experience.
Now, the British gambling giant has engaged Contentstack to use its expertise in order to provide a more personalised customer service experience. The customisation is expected to begin with the online offering of William Hill and will later expand into the brick-and-mortar betting shops of the company. As revealed by the British gambling operator, it remains hopeful that it would be able to see its entire UK offering into the platform of Contentstack by the end of 2021.
The Retail and Online Content System of William Hill Migrates on Contentstack’s Platform
The British gambling giant’s executives have decided that the experience of Contentstack, its rapid deployment, headless architecture and ability to develop high-performing web pages was a great fit for its future goals. The platform offers high-quality data analytics and market independence that have been both greatly valued by William Hill.
As part of the deal between the two companies, Contentstack is set to replace a number of the existing content management systems of William Hill that turned out unable to support the company’s aggressive growth strategy. The decision has been made at a time when the British gambling company is going through some transformation under the ownership of Caesar’s Entertainment that took over the operator in April 2021 after making a successful acquisition offer of £2.9 billion.
As mentioned above, under the terms of the technology agreement, the entire UK retail and online content system of William Hill is set to migrate onto the Contentstack platform.
The head of engineering of William Hill’s gaming division, Bartek Gerlich, said that, apart from the cultural fit between the two companies, the ability of Contentstack to simplify A/B testing, as well as the speed and ease that it would provide it with as far as new features and properties are concerned.