William Hill is the UK’s leading bookmaker, owning 2,300 retail outlets and employing approximately 16,600 people with main offices in the UK, Republic of Ireland and Gibraltar. They offer customers gambling on Sports Betting, Casino, Poker, Poker, Bingo, and also Mobile betting, which is a growing market. Its call centre took 125,000 bets on the 2007 Grand National and its outlets process more than one million betting slips on an average day. This article will look at the new market that William Hill have been involved in over the last decade – the online sports betting sector, and will also look at the marketing tools that they use to attract new customers to their site including a free William Hill bet.
The face of William Hill has changed from 1934, when it was set up by the man himself, to the presence it has both on the high street and online. The company has obviously realised that the strong brand they have can compliment both sides of the business, with high-street punters going to the website as they trust the company, and new gamblers being tempted to pop in to place a bet at a retail outlet after recognising the branding from the internet fun888.
Logging onto the website, the thing that hits you immediately is the wide range of markets that are available via the sports book. They do not concentrate on just the major sports such as horse racing and football, but also allow you to bet on pretty much any sporting event taking place. They even allow for betting on ‘virtual’ sports for those who need their betting fix when no events are taking place!
Other features of the website include the ability to bet on horse races the night before the event, which is not common across bookies due to other factors that could influence odds nearer the time such as the weather or late withdrawals. They also offer ‘Bet-In-Play’ for all sporting events, with an average of 50 markets being available per match such as the number of corners in a football match. The site also has a news and podcast section for regular customers, has a strong social media presence for customers to be updated with new offers and have branched out to the mobile market by offering an iPhone application for those who like to bet ‘on the move’. They even have a radio station dedicated to sports and a TV channel that streams live events over their website.
Promotions are a large part of the company strategy, with the free bet for new customers being something which is heavily advertised on television and in the press. The offer currently stands as a 100% matched bet up to £25 for all new customers – a user will need to place a bet on any market (at the minimum odds of 2.0/evens) and once this is settled will receive a £25 bet to put on anything they like. They have kept the format of the bet simple and, when compared to some other bookmakers that are offering much higher values, is a good and clear way to claim some free money.