How Dizplai helped William Hill bring real-time data and live commerce to Betting TV

Key insights module

• Dizplai integrated real-time Opta data into William Hill’s Betting TV service, enabling automated display of live scores, league tables from major European football leagues, and live betting odds across in-store and online outlets
• QR codes embedded in the broadcast graphics created direct live commerce pathways, giving customers a single action to move from watching to betting on William Hill’s digital service
• The solution was deployed within weeks, demonstrating the speed at which automated HTML-based broadcast graphics can be built and launched at scale
• The broadcast infrastructure covers both William Hill’s physical in-store estate and its online outlets, bridging the gap between the two experiences through a consistent live content layer
• The flexible integration framework is designed to expand beyond football, with new sports and additional betting features planned as the service develops

See how Dizplai built the data integration and broadcast graphics infrastructure behind William Hill’s Betting TV service, combining real-time Opta data, live betting odds, and QR-code-driven commerce in a single automated workflow that went from brief to launch in weeks.

What William Hill needed: a dynamic broadcast layer that could turn in-store screens into live commerce

William Hill’s Betting TV service needed to do more than show race information. The ambition was to extend coverage across a wider range of sports, display live results and betting odds in a format that was genuinely engaging rather than functional, and create a direct connection between what customers were watching in-store and the digital betting experience available on their phones. The challenge was doing this cost-efficiently, at speed, and in a way that could scale as new sports and features were added.

How Dizplai built automated broadcast graphics with real-time data and live commerce integration

Dizplai built an automated, HTML-based broadcast graphics workflow integrating Opta data directly into William Hill’s Betting TV output. Live scores, league tables across major European football competitions, live team news, and real-time betting odds were all fed into the graphics automatically, keeping the service current without requiring manual updates from the production team.

Mark Chesworth, Head of Broadcast at William Hill, commented on Dizplai’s involvement in the project, saying, “We are very excited to launch this dynamic new service on Betting TV for our customers. The ability to engage with our customers directly with a live broadcast is critical to bringing them closer to the sports they love and enriching their experience across our physical and online outlets. The collaboration with Dizplai has enabled us to launch high-quality, dynamic, real-time graphics quickly and efficiently. We are looking forward to innovating further by adding new sports, betting odds and more audience engagement features.”

The results: a live Betting TV service deployed in weeks with a direct pathway to purchase

• William Hill launched high-quality, real-time broadcast graphics across Betting TV within weeks of the brief, covering live scores and league tables across major European football competitions
• QR code live commerce integration created a direct, measurable pathway between in-store viewing and digital betting, connecting the physical and online customer experience in a single action
• The integration framework is built to expand, with plans to add new sports, additional betting markets, and further audience engagement features as the service develops

FAQs

Read our case study about The Overlap which also covers QR-code-driven brand activation in a live broadcast context.