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William Hill
Shake-A-Bet App


In 2011, UK smartphone penetration among adults sat at 27% of the population. This number was rising rapidly as O2’s iPhone exclusive deal came to an end.

Recognising that mobile apps were on the rise, William Hill knew that it needed to test new forms of engaging users on the move.

William Hill chose to work with Mubaloo in 2010 to explore new types of apps that would help create a compelling experiences that utilised smartphone features.

William Hill App in-app screen shot


William Hill wanted to create an app that would help to attract new gamers and help them to understand how bets worked. The team at Mubaloo came up with the idea to create a new type of sports spreading app that would offer a fun new way to find out about bets.

By looking at traditional slot machines, the team envisaged an app where a user could shake their device to automatically input different bets and select the ones they were interested in.

Shake-A-Bet, which went live in December 2010, was created to help acquire and retain new gamers. By simply picking how much users want to bet and how much they aim to win, the app finds popular selections in relevant events taking place in the next couple of days, to help betters find out about new bets.

Due to laws about betting, the app utilises GeoLocation to ensure users are based in the UK.

William Hill App in-app screen shot


Within the first two weeks of release, ahead of any marketing taking place, Shake-A-Bet had been downloaded over 20,000 times. The app was one of the first available from William Hill and would go on to be promoted through its retail sites on banners placed in the windows. The app proved to have a high percentage of repeat usage, indicating that it was successful at acquiring and retaining gamers.

Over the next few years, William Hill focused on improving its IT systems and backend to be ready for mobile. The app proved to William Hill that mobile would be an important channel for its future. The app reached the Top 10 Free Sports apps many times in its first two years of release and remains in use today.

William Hill App in-app screen shot

With apps forming such a vital part of our business we have worked with Mubaloo for over two years now and are constantly impressed by their knowledge and ability to deliver groundbreaking apps. We now have a clear visibility of our mobile app strategy going forward.

Jamie Hart, Online Sports Director

Technical Specification

  • Native iOS app to make use of gyroscope to detect shake of device
  • Integration with William Hill accounts to let users place bets through the app
  • Webview integration to allow users to sign in and add funds to their accounts
  • Deloitte Tech Fast 50 winner 2014
  • Appsters winner for best use of API 2014
  • Ranked as the top app developer outside of the US by research firm Clutch
  • UXUK Winner 2014
  • Mubaloo innovation lab

Company registration number: 0‌6770774.

Registered address: Mubaloo, 3 Grosvenor Gardens, London, SW1W 0BD