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William Hill has transformed the in-store betting experience for its customers following the opening of a state-of-the-art, digital-only store in Leeds on Saturday.

Former Leeds and England goalkeeper Nigel Martyn, former Yorkshire and England cricketer Craig White and former Leeds Rhinos player Stevie Ward attended the relaunch of the Vicar Lane site from William Hill, which promises an immersive and interactive betting experience that has never been seen before in betting shops.

The transformed store in Leeds will offer William Hill customers a range of exciting new digital opportunities, including:

  • Digital only – William Hill will go paperless throughout the store
  • Built-in lookup table – customers can access digital versions of the Racing Post at the new William Hill Lookup Table
  • Charging stations – customers will be able to charge their mobile phone wirelessly in the store
  • Perfumes – inspired by casinos, computer-driven scents configured to cover the entire store have been installed

William Hill has also placed the provision of player safety innovations at the heart of the relaunch, with the introduction of a player safety/customer service area called “Own Your Game”, where customers and staff can interact privately around safer gaming issues and various mediums. measures available.

The leading bookmaker will also have access to real-time footfall information via a dashboard to understand customer dwell time and peak times. Elsewhere, William Hill has introduced body cameras, providing access to the betting media customers engage with in the store to help personalize popular broadcast content, while testing the use of body cameras to ensure the safety of its staff.

William Hill is set to roll out a similar digital-focused store in Glasgow later this month.

Garry Fenton, William Hill UK Retail Director said, “We are introducing an all-new, player-centric betting store environment that delivers a fun, immersive and digital experience, with innovation at its heart.

“As well as offering our customers a wide range of cutting-edge digital features, we have also ensured that innovations in player safety are key to this transformation. The relaunch in Leeds has been a huge success and we look forward to bringing the same experience to other William Hill betting shops across the UK soon.

Ben McCann, Head of Marketing – Retail and Omni added: “We are delighted to be able to offer our customers in Leeds such an innovative and exciting digital store.

“Being able to use the new digital features on offer will make the betting experience much more enjoyable, and one that will greatly appeal to our existing customers while helping to attract a new audience in the process.”

Local Leeds sporting heroes Martyn, White and Ward all immersed themselves in the digital experience offered by the new store on Saturday and they were impressed with what they saw.

Nigel Martyn said: “It’s fantastic to see how William Hill is advancing the in-store betting experience for its customers and it’s great to see the innovation involved. Leeds fans looking to place an in-store bet are in for a completely transformed digital experience that is sure to improve the way they support their club.

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