William Hill completes Australian platform migration
Online sportsbook Tom Waterhouse moves to same platform as Centrebet and Sportingbet as latter site gets a relaunch
William Hill has completed the migration of its three Australian brands onto a single platform and relaunched its Sportingbet.com.au site with a new responsive design.
The migration of TomWaterhouse.com onto the same platform as Sportingbet Australia had been underway since William Hill acquired both companies last year.
As of last week its Centrebet, Sportingbet Australia and Tom Waterhouse brands all sit on the same technology, while the latter two sites have been relaunched with a responsive HTML5 design across all devices.
The move will see TomWaterhouse.com supported by William Hill Australia operations, which the company said would enable it to achieve cost synergies.
According to the operator’s most recent financial report, the move will also improve user experience and give customers access to a “much wider product range”.
William Hill was previously rumoured to be considering rolling its entire Australian business into one brand, however the company has since clarified that all three will remain for the time being.
The new Sportingbet.com.au site is being supported by an ongoing TV advertising featuring former Australian cricketer Shane Warne.
William Hill Australia is the third largest online gambling operator in the market “ behind Paddy Power-owned Sportsbet and Tabcorp “ with the combined business contributing £86.7m in net revenue and £12m in profit during 2013.