As part of Endemol Gaming I designed and produced a live betting application for the UK bookmaker William Hill. Endemol already had some experience in working in this area having built similar applications for Ladbrokes and Sportingbet, however this was my first.
The live betting application was built in Flash with the aim of stimulating betting activity by providing a highly reactive rich user experience that could keep up the drama of live sporting events. It was designed to pull in data feeds and video that would display an up-to-the-second information to the punter.
This project formed part of huge internal project within William Hill to shift their entire online operations and back-office systems from their own in-house developed platform to OpenBet, the most popular betting platform in the UK. They chose to re-brand and redesign their website at the same time and take the opportunity to enhance their online live betting experience too.
Our solution was originally designed to be one flash file, loaded once and cached, that would provide dynamic menus, betting market information and scoreboards. This betting app. could then be loaded into sport and competition pages whenever events were live always provide the appropriate information. Integration of streaming video player and radio player ensured that visitors to the site had full entertainment experience complement the event. In many ways the application was a victim of its own success in that William Hill wanted to run so many markets against live events that we reached the very limits of what Flash is able to display within a browser (if you’re interested, it’s about 4000px height!), so these sections and the dynamic menus were redeveloped by William Hill to be displayed in more flexible Ajax/HTML. However the dynamic scoreboards are still in place and used whenever events go live.
Client: William Hill
Launch: Aug 2008