William Hill rolls out form-powered pre-canned bet builder

(PRESS RELEASE) -- William Hill has launched a new form-powered, pre-configured bet builder product for U.K. and Irish horse racing, following a multi-year agreement with Checkd Dev that expands the operator’s automated racing proposition.

The deployment sees William Hill integrate Checkd Dev’s Automated Betting System (ABS) into its sportsbook to support the creation and delivery of pre-built, one-click racing bet builder options. The product is designed to provide customers with faster access to popular multi-leg racing bets, while enabling William Hill to scale output across fixtures in a consistent and operationally efficient way.

Under the agreement, William Hill has introduced a new range of pre-configured horse racing bet builders generated using predefined logic and historic performance data. The bets are powered by racing form and are surfaced directly within William Hill’s racing offering, allowing customers to place curated bet builder selections without manually constructing each leg.

Pricing and risk remain fully controlled within William Hill’s existing trading framework, with the Checkd Dev system designed to complement internal models while automating bet creation and presentation at scale.

From an operational perspective, ABS provides William Hill’s trading team with backend tooling to manage bet generation, updates and settlement in an automated environment. The solution reduces manual workload while supporting the delivery of consistent, repeatable bet builder products across regulated UK and Irish horse racing markets.

ABS is built on Checkd Dev’s proprietary BRUNO platform and has evolved over a two-year development cycle. Originally positioned as a statistics-led conversion tool, the system has expanded into a broader automated betting product as operators seek scalable ways to deliver pre-configured wagering experiences across key sports.

The William Hill deployment follows a series of recent commercial agreements for Checkd Dev, reflecting increasing demand among established bookmakers for automated betting solutions that enhance user experience while maintaining full control over pricing and risk.

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.”