AI-Powered Content Aggregation | Keeping Players on William Hill's Live Casino

Sports fans don’t just watch matches; they live them. William Hill, part of the Evoke Group, wanted to capture that same buzz inside its Vegas Sports Roulette lounges.

The goal? Keep players engaged for longer and drive more deposits by recreating the feel of a lively sports bar, right at the table.

In place of silent screens and static, unengaging backdrops, Planet Sport worked with William Hill to build an always-on, content-rich environment that gave punters the live matchday atmosphere they were missing.

The Challenges

A flat experience

Players at the online casino didn’t feel connected to the sports world. Sessions felt isolated from the action they cared about, leaving gameplay less exciting.

Broadcast costs

Securing live TV rights is too expensive to make live broadcasting during sessions a sustainable option, meaning integrating real-time coverage into the live casino also meant damaging profit margins.

Split attention

Fans often drifted away to check scores, streams, or odds elsewhere mid-session, interrupting play and reducing dwell time, thus impacting William Hill's potential revenues.

The Solutions

AI-content aggregation

Through Planet Sport's bespoke solution, William Hill now displays curated multiscreen sports feeds, pulling video from YouTube, covering football, racing, NFL, tennis and a wealth of other sports.

Odds, updates and live visualisations

Planet Sport built a custom digital scoreboard and supplied live match animations showcasing all ball movements, key events, and live betting odds in real time.

Dealer-friendly controls

The simple plug-and-play solution for William Hill means game hosts now operate digital experiences on their stream via a simple, user-friendly dashboard.

As a result of our partnership, William Hill, continues to generate increased dwell time, engagement and player revenue, achieving the following results:

Fewer drop-offs
Enhanced visuals have created a match-day feel, keeping players on-platform through entertaining and engaging real-time updates, insights and experiences.

Longer sessions
The establishing of Vegas Sports Roulette's sports bar feel and enhanced user experience directly increased player dwell time, meaning a boost in revenue and overall table performance.

Prime homepage position
Vegas Sports Roulette shot to the top. As a direct result of its increased popularity and user engagement, it became William Hill’s central game, earning its space on the bookmaker’s home screen.

“Having worked with Planet Sport, I could not recommend this product highly enough. From concept to delivery, the effort and communication was first class and continues to be post-implementation. A super product and team creating another industry first between Evoke and Planet Sport!”

Richard Atkinson

Live Casino Manager

William Hill, Evoke Group

An industry first between Planet Sport & William Hill

The Mission

Creating a sports bar feel using AI-powered content aggregation.

Key Results

The Overview

The Campaign