Innovating Betting with a New Content Experience: The Impact of Storyly on William Hill

Online betting and gambling company William Hill, recognized as one of the world's largest bookmakers, is committed to delivering an enjoyable and engaging experience for its customers. They prioritize safer gambling practices, ensuring that responsible gaming remains at the forefront of their operations and values.

See Storyly from the Eyes of William Hill

Challenge 1: Looking for Tools for Content Delivery and User Engagement

William Hill aimed to position itself as a top authority in sports betting by focusing on content, experience, and value. However, the complexity of sports platforms can often impede effective execution. The existing methods of presenting content were ineffective, restricting customer engagement. These methods did not offer a seamless way for customers to access and interact directly with the content on the sportsbook platform, thereby limiting its potential to reach a broader audience.

Challenge 2: Solving the Content Presentation Challenge in Sportsbook Platforms

The team produced a significant amount of content, but there was no efficient way to present it to customers on the sportsbook front end. The brand produces a significant amount of content, aimed at enhancing the customer experience, but at times can be difficult to surface within the app. As a result, the content did not receive the visibility it deserved.

And they found Storyly…

Solution 1: Enhanced Targeting and Personalization with Integrated Storyly

William Hill's other targeting tools have proven to be quite restrictive. However, Storyly is fully integrated within their app, providing them with targeted capabilities and personalized elements. In the betting industry, this level of personalization has yet to be fully achieved by others, making it a significant advantage for them. Plus, targeted marketing capabilities further amplified results, yielding a 70% uplift in free bet promotion claim rates and substantially higher open rates and impressions.

Solution 2: Enriched Content Display through Storyly

William Hill has gained the ability to showcase more engaging content beyond traditional banners. With Storyly integrated into their app, they can now leverage content from ambassadors and experts effectively on their Sportsbook platform. This capability enhances user experience by allowing them to display compelling content, graphics, and other interactive elements, fulfilling a longstanding need to enrich their app's content offerings.

William Hill Asked, Users Answered:  ‘’How Would You Describe Your Interaction with William Hill’s Stories Feature?’’

Solution 3: Enhancing Engagement and Revenue through Storyly Integration

 With the integration of Storyly, William Hill successfully showcased exclusive promotions, expert tips, and interactive elements. This not only prolonged user dwell times but also led to a notable 6% increase in weekly customer spending and a 20% rise in return visits. User feedback has been overwhelmingly positive, highlighting the success of Storyly in enhancing the overall betting experience.

Results: 

William Hill is the first in the betting industry to launch Stories, providing a unique advantage in content delivery to customers. William Hill Stories enabled the delivery of personalized content, enhancing the user experience and adding unique value propositions. Over 50% of customers engaged with interactive polls and quizzes embedded in Stories, indicating strong interest and interaction. Additionally, two-thirds of William Hill's app customers actively engage with Stories content, recognizing its role in maintaining the brand's distinctiveness and relevance in the market. Notably, Stories contributed to a significant 70% increase in promo conversion rates compared to previous methods, demonstrating its effectiveness in driving customer engagement and promotional success. 

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