William Hill Sportsbook at Tropicana Atlantic City

William Hill Sportsbook at Tropicana Atlantic City

William Hill is looking to breathe new life into horse race betting having created a data-driven virtual reality experience, in collaboration with Unit9. Using Google Cardboard, which are shaped like a jockey helmet, customers can experience a race as a jockey would. The plan is to test the prototype in the market before considering mass rollout, at which time it will explore the possibility of using data from live races so customers can experience the race riding the horse they have placed their bet on.
Here The Drum spoke to William Hill’s director of corporate development & innovation Crispin Nieboer, and Unit9’s creative director Henry Cowling about the strategy behind the project and their next steps. The companies unveiled the first demonstration at Digital Shoreditch in London yesterday.