Case Study: William Hill achieves faster incident response and 24/7 availability with PagerDuty

William Hill Bets on Pagerduty for Incident Management

William Hill Australia, a digital‑only betting and gaming company (A$199M revenue), operates in a high‑stakes market where downtime—especially during events like the Melbourne Cup—can cost up to A$100,000 per minute. With more than 700 critical servers and multiple monitoring tools, the team relied on a manual Service Desk → ServiceNow process that left them vulnerable to slow detection and escalation of incidents.

By implementing PagerDuty (integrated with Splunk, AppDynamics, AWS CloudWatch and ServiceNow), William Hill automated alert correlation and delivery—routing notifications via SMS, app, phone or email with built‑in escalation—so incidents are picked up in seconds rather than minutes. The change cut manual effort, increased visibility and confidence across teams, and now underpins their AWS migration and shift to a more agile “build it, own it, fix it” culture.

William Hill

Alan Alderson

Head of Infrastructure and Operations