William Hill taps Contentstack’s core content experience platform
Sportsbook operator will rebuild its online portfolio, prepare for growth.
Global sports betting and online gaming operator William Hill on Wednesday said it chose Contentstack as its new core content experience platform.
William Hill said Contentstack’s platform will replace several coupled content management systems (CMS) that were not able to support William Hill’s plans for growth. The operator said its legacy systems impeded the speed with which it could iterate new features, decreasing performance due to growing demands for processing power and increased complexity following every instance of innovation.
The Contentstack platform will be part of what William Hill described as an aggressive strategy to become a digitally led, internationally diverse business of scale built on constant customer-centric innovation.
The two companies said an entirely rebuilt online portfolio of William Hill properties will be available in June as a part of the refresh of William Hill Vegas. They said the platform will offer a streamlined customer experience, based on a centralized hub of all William Hill offerings.
They further noted the changes are part of a comprehensive strategy to offer an intuitive customer experience that enables full personalization and best-in-class customer support. The upgrades will begin with online gaming, followed by sports betting and then extend into the terminals within the physical William Hill shops.
William Hill plans to migrate the entirety of its UK market offering into Contentstack by the end of 2021.
The operator said it chose Contentstack following a thorough review of the market because it offered headless architecture, rapid deployment and the ability to quickly create high-performing, responsive iterations of William Hill games and web pages. The productivity enhancements driven by Contentstack’s intuitive editor experience was a further key factor in the decision. The platform also will enable robust customer data analytics, operational efficiency and marketing independence.
“Aside from the cultural fit between Contentstack and William Hill, it was obvious from our early assessment that the Contentstack product speaks for itself,” Bartek Gerlich, head of engineering for the gaming division at William Hill, said in a statement. “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. With regards to publishing, we have moved from new features taking half an hour to take effect to a matter of seconds. That kind of responsiveness is vital in the gaming industry.”
Matthew Baier, co-founder and COO of Contentstack, added, “Online entertainment is an industry that demands constant innovation to keep customers engaged. A modern, MACH-based architecture lays a powerful and flexible foundation that enables brands to quickly create – and continuously enhance – compelling, physical and digital content experiences. It is a strong competitive advantage for innovators such as William Hill, who are constantly looking for opportunities to delight their customers and, in turn, drive business growth.”
Contentstack is a founding member of the MACH Alliance; a non-profit co-operation of 15 member companies aiming to introduce a new, open and best-of-breed enterprise technology ecosystem. The MACH Alliance says businesses can benefit from open tech ecosystems that are Microservices based, API-first, Cloud-native SaaS and Headless.
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