William Hill has rolled out a new form‑powered, pre‑configured bet builder for UK and Irish horse racing, following a multi‑year agreement with Checkd Dev that expands the operator’s automated racing offering.
The launch integrates Checkd Dev’s Automated Betting System (ABS) into William Hill’s sportsbook, enabling the creation and delivery of one‑click, pre‑built racing bet builder options. The product is designed to give customers faster access to popular multi‑leg racing bets while allowing William Hill to scale output consistently across the racing calendar.
Form‑Led, Data‑Driven Bet Builders
Under the agreement, William Hill has introduced a suite of pre‑configured racing bet builders generated using predefined logic and historic performance data. These curated selections appear directly within the operator’s racing interface, allowing customers to place structured multi‑leg bets without manually building each component.
Pricing and risk management remain fully controlled by William Hill’s trading team. ABS is designed to complement existing internal models, automating bet creation and presentation while maintaining the operator’s established trading framework.
Operational Efficiency Through Automation
ABS provides backend tools that allow William Hill’s trading team to manage bet generation, updates, and settlement in an automated environment. The system reduces manual workload and supports the delivery of consistent, repeatable bet builder products across regulated UK and Irish racing markets.
Built on Checkd Dev’s proprietary BRUNO platform, ABS has evolved over a two‑year development cycle. Originally conceived as a statistics‑driven conversion tool, it has expanded into a broader automated betting solution as operators seek scalable ways to deliver pre‑configured wagering experiences across major sports.
The William Hill rollout follows several recent commercial agreements for Checkd Dev, reflecting growing demand among established bookmakers for automated solutions that enhance user experience while preserving full control over pricing and risk.
Industry Reaction
Andrew Grimshaw, Commercial Director at Checkd Dev, said:
“Horse racing remains one of the most important categories for UK and Irish operators, and we’re seeing a clear shift toward pre‑configured products that help customers engage faster without compromising trading control. William Hill is a standout brand in racing, and we’re excited to see this form‑powered bet builder go live and scale across the calendar.”
Owen Duffy, Head of Sport at William Hill, added:
“Racing remains a core product for William Hill, and we are continually enhancing how customers discover and place bets across racecards. Building on the success of our established Bet Builder tool, this integration introduces a curated, form‑led racing bet builder experience that is intuitive to use and consistent across fixtures. Fully aligned with our existing pricing and trading approach, it complements our broader Bet Builder offering while further enhancing the overall customer journey.”
