Case Study: William Hill achieves rapid mobile user acquisition and retention with Mubaloo's Shake-A-Bet

William Hill - Customer Case Study

William Hill, facing rapid growth in smartphone adoption and a need to trial new mobile engagement, partnered with Mubaloo to explore app-driven experiences. Working with Mubaloo, William Hill commissioned an iPhone app called Shake-A-Bet (launched December 2010) to attract new gamers and teach them how bets work by using smartphone features like shake-to-generate selections and GeoLocation to ensure UK-only use.

Mubaloo designed a simple, game-like sports betting app that lets users pick stake and target return while the app finds popular selections; it was promoted in retail sites and integrated into William Hill’s mobile strategy. The results were immediate and measurable: over 20,000 downloads in the first two weeks before any marketing, frequent repeat usage, repeated Top 10 placement in Free Sports apps, and the project convinced William Hill to invest in backend and mobile readiness — outcomes directly driven by Mubaloo’s solution.

William Hill

Jamie Hart

Online Sports Director