William Hill, one of the oldest online gambling, betting, and poker operators from the United Kingdom, has chosen Contentstack as its future platform provider. The partnership should improve the online gaming experience on William Hill sites, bringing better performance and customizability to users.
As the COVID-19 pandemic forced most gambling and betting activities to transfer to the online sphere, operators started looking for ways to optimize customer experience on their web-based platforms.
The leadership of William Hill felt that the legacy systems currently in place were impeding progress and were unable to keep pace with the operator’s growth. The switch to Contentstack should provide William Hill with a personalized, customer-oriented platform that can easily integrate new features.
Contentstack is a California-based content management system (CMS) provider that launched in 2018. The Contentstack CMS is “headless”, meaning it’s a back-end-only. The front-end isn’t pre-built, and it’s accessible via APIs. This offers ample flexibility to Contentstack’s clients, which is one reason William Hill opted for it.
Bartek Gerlich, the head of engineering for William Hill’s gaming division, said: “Aside from the cultural fit between Contentstack and William Hill, it was obvious from our early assessment that the Contentstack product speaks for itself.”
He added: “We were particularly impressed by the ability to simplify A/B testing and the speed and ease with which we could spin up new properties and features. As a fully cloud-native solution, Contentstack removes a huge amount of the effort our developer team faces, and so we are better able to focus on the customer experience.”
Contentstack’s co-founder, Matthew Baier, also shared his thoughts about the newly formed partnership: “Online entertainment is an industry that demands constant innovation to keep customers engaged. It’s a strong competitive advantage for innovators like William Hill who are constantly looking for opportunities to delight their customers and, in turn, drive business growth.”
William Hill’s online gambling offer will be the first to shift to the new platform, followed by sports betting and retail terminals. The migration should complete by the end of 2021.