William Hill has launched a new pre-configured bet builder product for horse racing in the UK and Ireland through a technology partnership with Checkd Dev. The rollout introduces a form-powered betting feature designed to automate the creation of racing bet builder selections across the operator’s sportsbook and igaming platform.
The new product integrates Checkd Dev’s Automated Betting System (ABS) into William Hill’s sportsbook infrastructure. The system generates pre-built racing bet builders based on predefined logic and historical performance data, allowing customers to place multi-leg bets with a single selection rather than manually constructing each component.
The feature is designed to provide quicker access to commonly used multi-leg racing wagers while enabling the operator to scale the availability of bet builder markets across a wider range of race meetings. The pre-configured selections are based on racing form data and appear directly within William Hill’s horse racing offering, forming part of the operator’s broader sportsbook and igaming product suite.
Although bet construction is automated through the Checkd Dev system, pricing and risk management remain under the control of William Hill’s existing trading framework. The technology is intended to complement internal pricing models while automating the generation and presentation of bet builders at scale.
Checkd Dev’s ABS platform is built on its proprietary BRUNO technology and has been developed over a two-year period. The system initially focused on statistics-driven betting conversion tools before evolving into a broader automated wagering product designed to support sportsbook and igaming operators seeking scalable betting features across major sports.
For William Hill, the deployment forms part of a multi-year agreement with Checkd Dev aimed at expanding the operator’s automated betting capabilities. From an operational perspective, the system provides backend tools that allow trading teams to manage bet creation, updates and settlement through automated processes, reducing manual workload while maintaining consistency across fixtures in regulated horse racing markets.
The agreement reflects a broader trend within the igaming and sportsbook sector, where operators are increasingly adopting automated betting technologies to deliver structured wagering options while maintaining control over pricing, risk and compliance across regulated markets.
Andrew Grimshaw, Commercial Director at Checkd Dev, said: “Horse racing remains one of the most important categories for UK and Irish operators, and we’re seeing a clear shift toward pre-configured products that help customers engage faster without compromising trading control. William Hill is a standout brand in racing, and we’re excited to see this form-powered bet builder go live and scale across the calendar.”
Owen Duffy, Head of Sport at William Hill added: “Racing remains a core product for William Hill, and we are continually enhancing how customers discover and place bets across racecards. Building on the success of our established Bet Builder tool, this integration introduces a curated, form-led racing bet builder experience that is intuitive to use and consistent across fixtures. Fully aligned with our existing pricing and trading approach, it complements our broader Bet Builder offering while further enhancing the overall customer journey.”
