Checkd Development, the iGaming technology provider and part of Checkd Group, has partnered with William Hill to deploy its Automated Betting System (ABS), streamlining pre-match football and horse racing betting. The collaboration introduces a range of automated, one-click accumulator bets, powered by Checkd Dev’s proprietary technology, enhancing efficiency for both operators and bettors.
The ABS platform, driven by Checkd Dev’s ‘BRUNO’ technology, enables automated accumulator bet creation at scale, incorporating betting trends, pricing data, and user behavior insights to enhance engagement. The system optimizes accumulator presentation and simplifies the bet-slip journey while reducing the manual workload for trading teams by automating bet generation across multiple brands and jurisdictions.
First launched in 2024 with Flutter Group’s Sky Bet, the system has undergone continuous refinement to improve user experience and betting efficiency. Football bets within ABS are dynamically categorized based on historical form, offering bettors enhanced insights and confidence in their selections. The platform’s interface has been developed and tested over two years across multiple Tier 1 operators and media brands to ensure a seamless and engaging experience.
Sandro Di Michele, Director of Horse Racing at William Hill, commented: “This partnership between William Hill and Checkd Dev demonstrates how committed we are to delivering new innovative products to our customers. The ability to deliver at speed has been vital, allowing us to launch both our pre-match football and horse racing products seamlessly ahead of the Cheltenham Festival.”
Andrew Grimshaw, Commercial Director at Checkd Development, added: “At Checkd Dev, we understand the high standards required to support Tier 1 bookmakers in competitive regulated markets. We continue to expand our technology’s distribution and evolve our products, always striving to stay one step ahead with solutions that simplify operations for operators and media owners. Working with the William Hill team has been a pleasure, and we look forward to further collaboration.”
“Checkd Dev’s ABS has evolved since its launch last year, offering smarter, faster, and more engaging betting experiences.”
