William Hill launched a new game Football21

To optimize the customer base and increase customer activity, William Hill went on a deal with SportCaller, which developed to the bookmaker a unique game Football21.

The release is a weekly free-to-enter competition which asks players to compete for a £10,000 prize pot every weekend by selecting teams whose combined goal-count adds up to 21. Football21 has been uniquely tailored by SportCaller to drive retention across all operator platforms, boosting the user experience on a sport which always has a huge impact on revenues. This free-to-play game is available via desktop and mobile, and also as an app via Google Play and the App Store.

Tom Warren, Head of Marketing Planning & Strategy at William Hill, said: “It has only been live since the start of the year but Football21 has already proved a demonstrable success for account-acquisition, with its simple, quick-fire nature and logical gameplay is clearly appealing to new clients, who can sometimes be put off by the perceived complexities of betting”.