William Hill Aus to focus on "mobile, mobile, mobile" in 2015
Operator tells investors that mobile channel is key to growth plans next year after recording a 199% growth in operating profit
Bookmaker William Hill has put “mobile, mobile, mobile” at the heart of its growth strategy in Australia next year as the company looks to build a “family” of brands.
During a presentation held by William Hill in Sydney last week, the firm highlighted the mobile channel as key to future success and said it was currently re-examining the customer journey to make the experience simpler and faster for the user.
A shift in marketing strategy was also announced, including new spring TV campaigns around the Spring Carnival, while the company also added a ‘Powered by William Hill’ tagline to all of its Sportingbet, Centrebet and TomWaterhouse.com brands in an effort to differentiate while creating a brand “family”.
Last Tuesday William Hill reported its Australia arm’s operating profit had soared 199% for the year-to-date as net revenue increased 10% year-on-year while unique actives were also up 18%.
Group CEO James Henderson said he was pleased with the progress of William Hill Australia as it enters one of the busiest periods in country’s wagering calendar although he told investors recent increases to race fees could set the company back around AUS$10m.
“Our work to optimise the customer base, following the onset of increased race field fees, has improved the gross win margin, with slightly reduced amounts wagered, as expected,” Henderson said.
“More importantly, we are well positioned to compete during the busy Spring Carnival period,” Henderson added.
In July William Hill announced the appointment of Tom Waterhouse as the company’s new Australia chief executive officer, replacing former boss Michael Sullivan who left in May.