William Hill relaunched the Vicar Lane betting shop in Leeds as a digital-only venue, one with state-of-the-art bells and whistles. At a grand opening ceremony ex-Leeds and England goalkeeper Nigel Martyn, former Yorkshire and England cricketer Craig White and ex-Leeds Rhinos player Stevie Ward helped with the celebration.
“It’s been fantastic to see how William Hill is progressing the in-shop betting experience for its customers and great to see the innovation involved. Leeds fans looking to place a bet in-shop are set for a completely transformed digital experience and one that will certainly improve the way that they back their club,” Martyn said.
The company expects to open similar shops in Glasgow later in October.
According to William Hill, the new betting shop “promises an unrivaled immersive and interactive betting experience not seen before,” and will provide customers with a range of digital opportunities.
William Hill will introduce a player safety/customer service area named “Own Your Game.” Customers and staff can privately interact around safer gambling issues and the various support measures available. The bookmaker will also have access to real-time football information via a dashboard to understand customer dwell time and peak periods.
Garry Fenton, William Hill’s UK Retail Director, said: “We are presenting a brand new, player-centric betting shop environment that delivers a fun, immersive, and digital experience, with innovation at its core.”
“As well as offering our customers a wide range of cutting-edge digital features, we’ve also ensured that innovations in player safety have been key to this transformation. The relaunch in Leeds was a huge success and we look forward to bringing the same experience to other William Hill betting shops around the U.K. soon,” Fenton added.
“It’s been fantastic to see how William Hill is progressing the in-shop betting experience for its customers and great to see the innovation involved. Leeds fans looking to place a bet in-shop are set for a completely transformed digital experience and one that will certainly improve the way that they back their club,” Martyn said.
