Monday 2. November, 2015

William Hill Getting Ready for Increased Traffic Over Melbourne Cup Day

Online bookmaker, William Hill, has been busy upgrading its internal technology in time for Melbourne Cup Day on November 3, 2015. The company has announced that it anticipates around 20 to 50 percent increases in the number of bets placed online over the 24 hour Melbourne Cup period.

The first time that William Hill recorded over a million online bets within a 24 hour period was over last year’s Melbourne Cup and this year it expects that number to reach as high as 1.5 million.

Through its “spring readiness” program, William Hill’s system should now be able to handle up to six times the traffic from last year. In addition, the system will now be able to pay out winnings within five minutes of the end of a race.

Rob James, Director of IT at William Hill said, “It’s a huge day for us; it’s 10 times bigger than a typical Saturday.”

“By the time we actually get to the Melbourne Cup we’ll have run that sort of traffic through the system 20 times over, so we have a lot of confidence in it.”

The upgrade to the system took around nine months to complete and cost a total of $7 million. William Hill partnered with Avanade to manage the integration of the new system.

While revenue for William Hill in Australia had fallen year-on-year, they are expecting a boost in local customers thanks to their in-play click-to-call feature.

“We’re a tech company, the products we build are tech based and….what’s exciting for us is how we can take advantage of some of the tech innovations and introduce them to our customers, be it mobile or wearables,” commented James.

Australian players looking to bet on the Melbourne Cup can visit the William Hill site for all the options.


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