William Hill
UK-based technology startup Betfect has announced that William Hill goes live on its sports betting social network.

Betfect has initially gone live with a beta version in October of 2014 and last year the social network launched a full website, with Ladbrokes as its first major partner.

The site allows users to share and test their betting tips with other members and use their existing online betting account to place, copy and share bets.

Members can manage their own account for multiple bookmakers directly from the social network, with the platform facilitating the entire wagering process from registration of new users through to making financial transactions.

William Hill’s head of product innovation Alex Rutherford said: “Creating a social network for the sports betting community, allowing users to stay connected while using our services is a great idea.”

“We are delighted to boost innovation by helping and supporting startups like Betfect to increase the level of engagement amongst our customers and to bring new ideas to market.”

“We are delighted to be the first social sports betting application to fully and seamlessly integrate with both Ladbrokes and William Hill’s APIs to provide an enhanced betting experience for our users,” Betfect founder Giacomo Alpago added.

“We aim to socialise the digital betting experience and do for the betting industry what eToro is doing for the financial trading markets.

“It is a major coup for Betfect that major operators like William Hill and Ladbrokes are keen to work with us to drive innovation in this sector in order to give punters the best betting experience possible.”

William Hill is licensed in five of the world’s ten largest regulated gambling markets and the company’s strategy is to increase the group’s diversification by growing its digital and international revenues. The company strives to maintain its position as one of the UK’s leading multi-channel operators, taking that experience into international markets and increasing its technological self-reliance to differentiate what William Hill offers its customers.