William Hill has partnered with Checkd Dev to launch the UK betting sector’s first fully automated, pre-canned Bet Builders – a new product aimed at delivering one-tap, stats-backed selections to football customers at both global and fixture level.

The launch marks an evolution from Checkd Dev’s earlier collaboration with William Hill in March, which introduced automated pre-canned accumulators across football and horse racing.

The new Bet Builder functionality adapts that technology into a bespoke football product, using William Hill’s proprietary pricing to generate selections designed for recreational bettors.

By drawing on contextual statistics, the system allows customers to access unique, pre-prepared bets with a single click, saving them the time of manually building markets. While pre-canned options have existed before, the automated nature of this solution enables continuous refresh and scalability across all fixtures – a first for the UK market.

Efficiency gains for operators

The system also provides significant operational benefits for operators. Once William Hill’s trading team sets its parameters, the automated engine generates curated Bet Builder options in real time. 

This reduces repetitive manual build and settlement processes, allowing traders to concentrate on pricing strategy and risk management while maintaining operator margin.

Andrew Grimshaw, Commercial Director at Checkd Dev, said: “As the new football season really gets going, we’re proud to take our automation a step further, delivering a UK first in Bet Builder content with the William Hill team. 

“The efficiency for trading and the ability to create global and fixture-level bets at true scale are second to none, and the result on the front end is a faster, more engaging journey for recreational customers.”

Differentiation and customer engagement

William Hill emphasised that the introduction of automated Bet Builders continues its push to expand product choice and streamline betting journeys for its customer base.

Tom Hargreaves, Head of Commercial – Football at William Hill, added: “This is yet another new product that William Hill has launched in a matter of months. We believe this demonstrates our commitment to putting the right products in front of our customers, making betting journeys easier and more fun.

“Together, William Hill and Checkd Dev are industrialising personalised Bet Builder content, combining operator-owned pricing with stats-led automation to improve customer experience and trading efficiency in one move.”

Expanding collaboration in Bet Builders

Last week, Checkd Dev also revealed a new three-year partnership with OpenBet aimed at further enhancing Bet Builder solutions for sportsbook operators. 

The deal centres on the launch of Trending BetBuilder, a ‘next-generation’ Automated Betting Solution that merges Checkd’s proprietary automation technology with OpenBet’s SportCast-powered BetBuilder platform.

The product promises to improve pre-packaged Bet Builder selections through dynamic, stats-driven widgets that drive front-end engagement, while the automated back end manages creation, localisation and scalability across multiple markets. 

A global-ready admin panel will also give operators clearer feedback on customer engagement and behaviour.