William Hill has launched a new form-powered, pre-configured bet builder for UK and Irish horse racing, following a multi-year partnership with Checkd Dev that enhances the operator’s automated racing capabilities.
The integration sees William Hill adopt Checkd Dev’s Automated Betting System (ABS) within its sportsbook to deliver ready-made, one-click racing bet builder options. The solution is designed to give customers faster access to popular multi-leg bets while allowing William Hill to scale output consistently and efficiently across fixtures.
Under the agreement, William Hill has introduced a suite of pre-configured horse racing bet builders generated using predefined logic and historical performance data. Powered by racing form, these curated selections appear directly within William Hill’s racing product, enabling customers to place complex bets without manually constructing each leg.
Pricing and risk management remain fully under William Hill’s control, with ABS complementing internal trading models while automating bet creation and presentation at scale.
From an operational standpoint, ABS provides the trading team with backend tools to manage bet generation, updates, and settlement automatically. The system reduces manual workload and ensures consistent, repeatable bet builder products across regulated UK and Irish racing markets.
Built on Checkd Dev’s proprietary BRUNO platform, ABS has evolved over a two-year development cycle from a statistics-led conversion tool into a full automated betting solution, meeting operators’ growing demand for scalable, pre-configured wagering experiences.
The William Hill deployment follows several recent Checkd Dev commercial agreements, highlighting increased interest among established bookmakers in automated solutions that enhance the user experience while maintaining full pricing and risk control.
Andrew Grimshaw, Commercial Director at Checkd Dev, said: “Horse racing remains a key category for UK and Irish operators, and we are seeing a clear shift toward pre-configured products that let customers engage quickly without compromising trading oversight. William Hill is a leader in racing, and we’re thrilled to see this form-powered bet builder go live and scale across the calendar.”
Owen Duffy, Head of Sport at William Hill, added: “Racing is central to our offering, and we are always looking to improve how customers discover and place bets. Building on our established Bet Builder tool, this integration delivers a curated, form-led racing experience that is intuitive, consistent across fixtures, and fully aligned with our trading approach. It complements our broader Bet Builder suite while further enhancing the customer journey.”
