William Hill Aus unveils ‘in-play’ racing mobile product

New ‘Double Down’ feature enables customers to double their bet after a race has started via the operator’s mobile app

William Hill Australia has launched a new ‘in-play’ racing product for its mobile app which enables punters to double their pre-race bets after the race has started.

‘Double Down’ gives customers the ability to assess how their selection has started a race and then double their stake at pre-race odds if positioned favourably.

However, customers must pay a non-refundable fee for the privilege, 10% of the original stake, which if paid will present customers with the Double Down icon during a race’s early stages.

“Double Down connects punters to the action in a way that will forever change the live racing experience,” William Hill said in a statement. “No longer will they have to sit watching a race frustrated when their horse is positioned well and wish they could get set for more.”

The product, which is also backed by a new 30-second TV advert, has been released ahead of next month’s Spring Racing Carnival and is available to customers via the operator’s iOS and Android apps.

The launch comes after the Northern Territory Racing Commission, in line with current federal government policy, recently instructed operators to stop offering controversial ‘click-to-call’ products.

In April the Australian federal government pledged to maintain the country’s ban on online in-play wagering and introduce legislation to close any loopholes.

However, a spokesperson for William Hill Australia said the new product posed “no issues or concerns” as it adhered to current live betting legislation, in addition to recent decisions in the Northern Territory.

And the operator’s CMO, Warren Hebard, said he was confident Double Down would prove a hit with customers during the country’s biggest thoroughbred racing series next month.

“Double Down is a product that no other bookmaker can or will offer and typifies the mentality of the William Hill brand, constantly pushing the boundaries in order to deliver the fastest and easiest betting experience for our customers,” he said.

“With the release of Double Down we have been able to deliver an innovative new racing product that has huge appeal to both the recreational once a year Melbourne Cup Day punter through to the racing purest that bets most weekends.”