William Hill Australia generated 6% of Group net revenues in 2015 and employs 250 people based in Sydney and Darwin.

William Hill Australia was created through the acquisition of Sportingbet (including Centrebet) in March 2013 and tomwaterhouse.com in August 2013. The combined group – being rebranded as William Hill – is one of the largest online betting companies in Australia, with around 247,900 active customers.

Building a digital business

The Australian market is very attractive, growing at double digit rates, with structural growth drivers in fixed-odds, sports betting and digital channels. While it is an increasingly competitive environment, customers are also shopping around more, creating an opportunity to attract more customers through a differentiated and engaging experience.

Since completing the two acquisitions in 2013, therefore, we have focused on building William Hill Australia into a business able to compete at the highest levels in the online betting market by changing the management team, now led by Tom Waterhouse, restructuring the operations, increasing marketing effectiveness and improving the customer experience.

Improving the customer experience

In 2015 we launched Australia’s first in-play digital service and extended our local product range to offer more NRL and AFL rugby markets than any competitor. In 2016, we are continuing to expand our product range with both more local Australian sports betting content and, through sharing the bet types generated for other parts of the Group, a much wider range of sports from Europe and the US.

Benefiting from proprietary technology

We have also restructured our IT operations to benefit from one of our greatest differentiators: our proprietary technology platform. Without being reliant on the same platforms used by others in the market, we can deliver a differentiated experience and bring innovations to the market faster than our competitors. We have built an internal IT team to make the most of this asset and are now releasing innovations more rapidly than major competitors.