Contentstack will replace several content management systems that were unable to support William Hill’s plans for growth.
William Hill’s previous collaborators were said to not be quick enough, which decreased performance since there were growing demands for processing power and increased complexity.
The operator also wanted to offer an intuitive customer experience that allows full personalisation and improved customer support.
It is believed the productivity enhancements offered by Contentstack’s editor experience were a key factor in William Hill's decision.
Now powered by Contentstack, an enhanced online portfolio of William Hill’s products will be available in June as part of the refresh of William Hill Vegas.
The platform will offer a streamlined experience, based on a centralised hub of all William Hill offerings.
The partnership will begin with changes to online gaming, followed by altering William Hill’s sports betting and then lastly, extending the collaboration into William Hill’s land-based shops.
William Hill is set to migrate all of its UK market offerings into Contentstack by the end of the year.
Bartek Gerlich, Head of Engineering for the Gaming Division at William Hill, said: “It was obvious from our early assessment that the Contentstack product speaks for itself.
“As a fully cloud-native solution, Contentstack removes a huge amount of the effort our developer team faces and so we are better able to focus on the customer experience.
“With regards to publishing, we have moved from new features taking half an hour to take effect, to a matter of seconds. That kind of responsiveness is vital in the gaming industry.”
Matthew Baier, Co-Founder and COO at Contentstack, added: “Online entertainment is an industry that demands constant innovation to keep customers engaged.
“A modern MACH-based architecture lays a powerful and flexible foundation that enables brands to quickly create and continuously enhance compelling, physical and digital content experiences."
