How William Hill Rebuilt the Sportsbook Experience Around Interactive Stories
William Hill replaced static banners with Storyly Stories to deliver personalized, interactive content across its Sportsbook and app — lifting promo conversion, return visits, and weekly customer spend.
- 70%promo conversion
- 20%more return visits
- 6%weekly spend
About William Hill
A Sportsbook Built for Modern Fans
William Hill is one of the world's largest and most recognized bookmakers, with a long-standing reputation in sports betting and gaming. Now part of evoke plc, the brand serves millions of customers across its Sportsbook and mobile app, combining deep odds expertise with a continued investment in safer-gambling tools and responsible play.
As fans shifted to mobile-first habits, William Hill set out to make its app feel less like a static catalog of markets and more like a live, personalized companion to the sports they love. That's where Storyly came in.
The Mission
Elevate the Sportsbook With Personalized, Interactive Content
To stay ahead in a crowded sports-betting market, William Hill needed more than promotions in a banner slot. The team set out to:
Lift content visibility on the sportsbook
Surface promos, markets, and editorial moments where fans actually look first.
Deliver a personalized experience
Tailor content by segment, sport, and behavior so every customer sees what's relevant to them.
Move beyond static banners
Replace flat creatives with interactive formats that invite participation, not just impressions.
Drive longer dwell time
Keep customers engaged in-app between matches, markets, and promotions.
The Solution
Stories as a Personalized Content Layer for Sportsbook
William Hill rolled out Storyly Stories across its Sportsbook and app, giving content teams a fast, flexible canvas to merchandise sport — without re-shipping native code for every campaign. Stories sit at the heart of the journey, blending promotions, market spotlights, and editorial moments into a single interactive surface.
By layering segmentation on top of Stories, the team can target customers by sport interest, behavior, and lifecycle stage — turning what used to be one-size-fits-all banners into a personalized feed that adapts to each fan.
Targeting
Granular segmentation by sport, behavior, and lifecycle stage means each customer sees promos and markets that match their interests — instead of generic banners.
Enriched Content Display
Stories combine odds, live moments, editorial, and free-bet pushes in a single interactive surface — making content easier to spot and easier to act on.
Engagement & Revenue
Interactive formats — polls, quizzes, emoji reactions, swipe-to-bet — turn passive browsing into participation, fueling more sessions, more spend, and more return visits.
The Moment Ahead
Built for the 2026 World Cup
The 2026 FIFA World Cup runs June 11 – July 19, 2026 across the USA, Canada, and Mexico — the first 48-team tournament in history. Tentpole moments like this reward operators who can move at the speed of the match. Storyly is built for exactly that — here's how its core capabilities map to the World Cup playbook.
Real-time content drops
Publish kickoff cards, line moves, and post-match recaps in minutes — no app release required.
In-play interactive polls & emoji sliders
Let fans react to red cards, VAR calls, and golden-goal moments while the match is still live.
Promo bursts & free-bet pushes
Segment by team, market, and behavior to deliver the right boost to the right fan, in the right minute.
Responsible-gambling cues
Weave deposit-limit nudges and safer-play messaging into the same feed customers already engage with.
The Results
Sport Meets Performance
Stories turned William Hill's Sportsbook into a richer, more personalized experience — and the numbers followed.
0%
uplift in free-bet promo claim rates
0%
of customers engaged with interactive polls & quizzes
2/3
of app customers actively engage with Stories
0%
increase in promo conversion rates
0%
rise in return visits
0%
increase in weekly customer spending
“Storyly has really given us the ability to personalize and target our customers, and it gives us an edge over our competitors. I've been very impressed with the product, how easy it is to use and the way it works on the Sportsbook and the app.”
Dave Kellner
The Broadcast Content Manager, William Hill
In Their Words
Hear It Straight From William Hill
What's Next
Looking Ahead
With Stories proving themselves as a conversion and engagement engine, William Hill is leaning further into personalization, expert content, and gamified formats — while keeping safer play at the center of the experience.
Storyly helps us deliver a personalised experience to our customers…
Deeper targeting
Layer richer behavioral and lifecycle signals on top of segmentation to make every Story feel hand-picked for the fan.
Ambassador & expert content
Bring tipsters, pundits, and ambassadors into Stories so customers get insight alongside the markets.
Gamification
Expand polls, quizzes, predictors, and emoji reactions into recurring formats fans return for between matches.
Responsible-gambling stories
Use the same surface that drives engagement to deliver safer-play nudges, deposit-limit reminders, and tool discovery.
By replacing flat banners with a personalized, interactive content layer, William Hill turned its Sportsbook into a live companion to the sports its customers care about — content-led, behavior-aware, and built for mobile.
With Storyly, William Hill doesn't just promote markets — it makes every visit feel tailored, every moment feel reactive, and every campaign easier to ship.
See What Storyly Can Do for Your Sportsbook
From real-time content drops to gamified fan experiences, Storyly helps sports-betting operators turn passive browsing into active engagement — across every match, every market, every moment.
Get in touch
Ready to see results like these?
Tell us about your goals and we'll show you how Storyly can help you drive engagement, conversion, and revenue across your digital experiences.