William Hill in midst of bingo overhaul
New team members being recruited as operator aims to revitalise product suffering from recent "lack of investment"
William Hill has kicked-off plans to overhaul its bingo offering starting with the appointment of a brand new team, including a new senior operations manager to lead the product, eGaming Review has learned.
The team, which is expected to be in place before the end of the year, will be tasked with overseeing a complete website redesign as well as the introduction of new bespoke and branded bingo content.
A primary aim of the new site will be to better leverage the operator’s proprietary slots content and increase the amount of revenues generated via side games.
The operator also plans to be more active in promoting its recently launched scratchcards product, which is seen as being able to provide bingo players with a more natural steppingstone into ‘harder’ gaming products.
The new bingo strategy is being headed up by William Hill director of gaming operations Nick Gabriel who, after joining the firm late last year, carried out a root and branch review of the vertical.
Speaking to eGR, Gabriel said the bingo product had suffered from a “lack of investment” over the past few years and “needed a new focus” to bring it up to date.
“Our share of side game revenue is low compared to industry norms,” said Gabriel. “From a business perspective, cleaning up the site and improving game presentation is an interesting opportunity for William Hill.
“The first stage of revitalising our bingo product is to build a new and first class operations team and that’s what we are doing right now,” he added.
Gabriel also said the firm also planned to revamp its affiliate traffic-focused Ruby Bingo site, although this would likely take place later next year.
Last year William Hill bingo revenues were down 2% to approximately £25m, just under 10% of all gaming revenues.