William Hill strengthens digital strategy with Contentstack deal

William Hill will pursue a strategy of becoming a “digitally led, internationally diverse business of scale” after selecting Contentstack as its new core content experience platform.

Powered by Contentstack, a rebuilt online portfolio of William Hill properties will be made available as part of the refresh of William Hill Vegas. The platform will offer a streamlined customer experience, based on a centralised hub of all William Hill offerings.

“Aside from the cultural fit between Contentstack and William Hill, it was obvious from our early assessment that the Contentstack product speaks for itself,” said Bartek Gerlich, the head of engineering for the gaming division at William Hill. 

“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.”

Through the agreement, Contentstack will replace several coupled content management systems (CMS) which William Hill explained “were not able to support their plans for growth”.

“Online entertainment is an industry that demands constant innovation to keep customers engaged,” said Matthew Baier, Co-Founder and COO at Contentstack. 

“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’s a strong competitive advantage for innovators like William Hill who are constantly looking for opportunities to delight their customers and, in turn, drive business growth.”