Revolutionising the US retail betting experience.


William Hill US

Project Background

A long term client of ours, we worked with William Hill to create an industry leading sports betting experience in bricks and mortar venues across the United States following the repeal of PASPA legislation in 2018.

The solution designed needed to cater for a number of different users, from supporting staff in the day-to-day running of the sportsbook to customers browsing and making sports bets in William Hill venues.

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How we solved the problem

Following an extensive initial discovery phase extending from a project with William Hill UK, we were brought on-board to work with US teams to understand and progress a number of opportunities:

- To help evaluate a number of ergonomic factors surrounding the hardware and peripherals that were selected for use on both the Kiosk and POS units to be used in Sportsbooks cross venues in multiple US states.

- To conduct research with both internal and external users to understand and identify requirements for the software that required design and build.

- Design and validate the solution for Kiosk, Point-of-Sale (POS) and Back Office software.

By traveling to various US States that William Hill were planning on delivering their retail solution into, we were able to establish an incredibly rich understanding of their varied user-base for each product and how we expect to see them interact together.

After 3 years of working with William Hill, we helped design and launch into West Virginia, Iowa, Indiana and Mississippi. With more states to follow in quick succession.


Credit: Evoke Creative - Hardware Design & Renders


User Experience Design
User Interface Design
Design Ops
User Research & Optimisation


Interactive Touchscreen Kiosk App
Web - Back Office Systems


Q1 2022

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