William Hill Adds Pre-Built Racing Bets During Cheltenham Week
William Hill has rolled out a new pre-configured horse racing Bet Builder product across the UK and Ireland, adding automated, form-based selections to its existing racing offer during Cheltenham week. The update is aimed at reducing the time needed to build multi-selection bets during peak racing periods, when user activity is at its highest.
The update centres on pre-built bets generated through historical performance data, allowing users to place multi-selection wagers on a single race without building them manually. The feature is powered through an integration with Checkd Dev’s Automated Betting System (ABS) and its BRUNO platform, which supplies the underlying data logic.
Andrew Grimshaw, Director at Checkd Dev, stated that the system is designed to surface relevant combinations based on form data rather than requiring manual input from the bettor. The integration follows an earlier agreement between the two companies focused on automated bet-building tools for the UK market.
The product also builds on William Hill’s earlier Racing Bet Builder launch in late 2025, which introduced the ability to combine multiple markets within one race. The latest iteration shifts part of that process from the user to the system itself, with pre-built selections presented directly in the interface.
This move reflects a wider shift among operators toward simplifying complex betting formats. Bet Builders have become standard in football and other sports, but horse racing presents more variables, which makes automation and pre-selection more useful in this segment.
For William Hill, the addition adds another layer to its racing offer in a competitive UK market. The emphasis here is on speed and accessibility, reducing the steps needed to place multi-selection bets during high-traffic events.
TGJ Take
William Hill is using automation to make a complicated racing product quicker to access at the moment demand is highest. That matters because racing bet builders still ask more from users than their football equivalents, especially on busy event days. For operators, the appeal is clear: faster bet placement with a more controlled product structure. For suppliers, the signal is just as clear: more clients will want tools that surface ready-made combinations, not just the components to build them.
