Published on 30th March 2016 by Becky Mosley

William Hill has revealed a three-pronged strategy, which the company hopes will revive lackluster and financially worrying online performance.

More Languages

Although the three priorities are yet to be explained in detail, we know they centre on expanding into international non-core markets throughout the coming year. In addition to this, William Hill announced they would launch more languages on their mobile site, as many markets have been “held back” by the lack of languages other than English.“Longer-term, the priority is to build our teams to support these markets, both from a product and marketing perspective and beyond this ensure we are increasing the number of languages we offer across both mobile web and iOS,” said William Hill Online interim MD Crispin Nieboer.12% of the firm’s online net revenue is generated by non-core markets, however gaming declined by 30% and sports wagers by 1% year-on-year after William Hill left markets including Portugal and Poland.

Aaron Johnston Helped Create Strategy

CEO James Henderson hired Playtech’s former employee Aaron Johnston last year in an attempt to analyse William Hill. Henderson has since said: “Online’s performance has been a concern for me for a while and that’s why I brought in an industry expert to carry out a review.” It’s thought that Johnston has helped to create this new three-pronged strategy.Meanwhile, Nieboer is working with William Hill’s CIO Kevin O’Connor so that the firm “gets better at making the right prioritisation calls” regarding technology. The firm even bought two external agencies to help them catch up to compeitors.According to Nieboer: “The big picture, [Project] Trafalgar was the right thing to do [but] the teams needs to be bigger to take advantage of that opportunity in both the UK and the rest of the world.”