Leading iGaming technology provider Checkd Development, part of the award-winning Checkd Group, has partnered with William Hill to launch its Automated Betting System (ABS), enhancing efficiency and engagement in pre-match football and horse racing betting.

Through this partnership, William Hill has introduced a range of automated, one-click accumulator bets, powered by Checkd Dev’s innovative ABS technology. The system offers users a familiar betting journey, enriched with contextual datapoints, while providing operators with a robust backend solution for efficient bet creation and management.

Next-Generation Betting Automation

At the heart of ABS is Checkd Dev’s proprietary ‘BRUNO’ platform, which powers all of Checkd’s in-house media products and an expanding portfolio of Tier 1 Operator and Media client solutions. This advanced platform automates accumulator bets at scale, leveraging betting trends, pricing data, and user behavior insights to drive engagement and conversion.

First launched in 2024 in collaboration with Flutter Group’s Sky Bet, Checkd Dev’s ABS has since evolved to further optimise accumulator bet presentation and simplify bet-slip journeys. With the ability to automate bet generation across multiple brands and territories, the system reduces manual workloads for trading teams while delivering highly relevant, data-driven betting opportunities.

For football betting, bets are dynamically categorised based on historical form, giving bettors greater insight and confidence in their selections. The system’s user interface (UI) has been refined over two years through deployments with multiple Tier 1 operators and media partners, ensuring a seamless and engaging user experience.

Industry Leaders on the Partnership

Sandro Di Michele, Director of Horse Racing at William Hill, commented: “This partnership between William Hill and Checkd Dev demonstrates how committed we are to delivering new innovative products to our customers. The ability to deliver at speed has been vital, allowing us to launch both our pre-match football and horse racing products seamlessly ahead of the Cheltenham Festival.”

Andrew Grimshaw, Commercial Director at Checkd Development, added: “At Checkd Dev, we understand the high standards required to support Tier 1 bookmakers in competitive regulated markets. We continue to expand our technology’s distribution and evolve our products, always striving to stay one step ahead with solutions that simplify operations for operators and media owners. Working with the William Hill team has been a pleasure, and we look forward to further collaboration.”

“Checkd Dev’s ABS has evolved since its launch last year, offering smarter, faster, and more engaging betting experiences.”

Evoplay, the award-winning game development studio, has launched Young Buffalo Song, a nature-inspired slot that takes players on a journey through the vast North American plains.

Set on a 5×4 reel layout with 20 pay lines, the game introduces Wild multipliers that appear on reels 2, 3, and 4, boosting wins by x2 or x3 in both the base game and Free Spins.

Landing three or more Scatter symbols awards up to 20 Free Spins, with Wild multipliers remaining active throughout. Additional two or more Scatter symbols appearing anywhere on the reels during Free Spins extend the round, increasing the potential for bigger wins.

The Bonus Game activates when eight or more Bonus symbols land, awarding random values up to 15x the bet or one of four fixed jackpots. Filling all 20 positions secures the GRAND jackpot of 5,000x the bet, with other jackpots offering 500x, 150x, and 50x.

For instant access to key features, players can use the Bonus Buy option to enter either Free Spins or the Bonus Game in some jurisdictions.

Ivan Kravchuk, CEO at Evoplay, said: “Young Buffalo Song combines timeless slot mechanics with modern enhancements, offering players an engaging experience.

“The multiplier Wilds, Free Spins, and jackpot-driven Bonus Game make it a well-rounded title that is sure to perform well across key markets.”

For the first time, betting shop punters can bet in-play on full win markets on horseracing’s biggest betting event – next week’s Cheltenham Festival.

Racecourse Media Group (RMG) and Playtech Sports have collaborated to ensure content from RMG’s 37 shareholder racecourses is now available for in-play betting in nearly 16,000 Self Service Betting Terminals (SSBTs) across Britain and Ireland.

The service is available exclusively via Playtech’s SSBTs, which are available in all Betfred, BoyleSports and Paddy Power shops, plus all independent betting shops.

It has launched with win only markets, with other new and exciting bet types to be introduced over the coming months.

RMG have also teamed up with Pythia Sports, who have created seamless pricing for bookmakers, and Quantum Leap Solutions (QLS), who have provided the slick design and easy-to-use navigation, to provide an innovative racing product for Playtech’s SSBTs.

Nick Mills, CEO of RMG, said: “The roll-out of in-play betting on RMG content is another significant step forward for driving revenues and engagement in the sport in betting shops in Britain and Ireland. Early indications are that in-play is already proving popular, with in-play stakes in the independent shops accounting for nearly 10% of SSBT turnover on RMG content. We will work closely with our partners at Playtech, QLS and Pythia to continue to innovate and evolve the SSBT product.”

Lee Drabwell, MD of Playtech Sports, said: “This is a major step forward in enhancing the betting shop experience by further digitalising betting opportunities through SSBTs. Our collaboration with RMG, Pythia, and QLS has elevated and enhanced the in-shop racing experience. With exciting innovations on the horizon, we are optimistic about the bright future this presents for both operators and customers.”

Freddy Galliers, Director at Pythia Sports, said: “We’re very excited to have the opportunity to work with brands like RMG, Playtech and QLS in helping evolve the in-running offering. At Pythia Sports, our focus has always been on delivering accurate, dynamic, and responsive pricing to enhance the betting experience. In-play betting on horseracing presents unique challenges, and we’re proud to have helped deliver this exciting development.” 

Mark Fellows, Commercial Director of QLS, said: “Innovative products and content are key to attracting a new audience to horse racing, and we are delighted to continue our long-standing relationship with our partners.”