William Hill and Checkd Dev Launch UK’s First Automated Bet Builders

Checkd Dev, part of the Checkd Group, has teamed up with William Hill to roll out the UK betting industry’s first fully automated Bet Builder product, offering pre-canned, stats-backed selections across all football fixtures.

Good to know

• This is the first time automated Bet Builders are available in the UK betting market.
• Bets are powered by William Hill’s own pricing and contextual football stats.
• The solution removes manual build time for traders while delivering one-tap betting options for players.

Earlier in 2025, Checkd Dev partnered with William Hill on pre-canned accumulators for football and horse racing. That project laid the groundwork for what is now a major evolution: applying automation technology to the Bet Builder category.

The new system builds on William Hill’s proprietary pricing models, allowing for continuous creation of football bets at both global and fixture level. Customers see ready-to-go betting options, while operators save significant time previously spent manually building and settling wagers.

Once operators set their parameters, the back-end engine continuously generates curated Bet Builder markets, refreshing them in real time. Each bet is backed by contextual statistics, designed to make selections easier to evaluate for recreational customers.

This model not only improves efficiency but also strengthens brand differentiation for William Hill. Traders can focus more on pricing strategy and risk management, rather than repetitive manual builds.

Andrew Grimshaw, Commercial Director at Checkd Dev, commented:

“As the new football season really gets going, we’re proud to take our automation a step further, delivering a UK first in Bet Builder content with the William Hill team. The efficiency for trading and the ability to create global and fixture-level bets at true scale are second to none, and the result on the front end is a faster, more engaging journey for recreational customers.”

Tom Hargreaves, Head of Commercial – Football at William Hill, added:

“This is yet another new product that William Hill has launched in a matter of months. We believe this demonstrates our commitment to putting the right products in front of our customers, making betting journeys easier and more fun. Together, William Hill and Checkd Dev are industrialising personalised Bet Builder content, combining operator-owned pricing with stats-led automation to improve customer experience and trading efficiency in one move.”