September 8 - William Hill's controversial Click to Call betting system has managed to irk
Australia's betting authorities, but the gambling giant is adamant that it is
operating within the framework of the country's betting laws.
William Hill, reporting on its interim results, its betting
division Down Under has seen wagers triple since the introduction of Click to
The mechanism essentially allows customers to connect to live betting markets
by activating their device microphones.
Australia's betting laws prevents players from placing live bets from any
method except phones. Click to Call by William Hill circumvents the law by
checking to see if the player has the device microphone switched on. If they do,
William Hill considers it to be a phone call and therefore not breaking any law.
However, the Federal Police has said that it will probe Click to Call.
William Hill's group Chief Executive Officer, James Henderson, said that "the
Australian Communications and Media authority has referred the product for
review, but we have every confidence in our product, so we have made it
available across all our platforms."
Plans to Enhance Click to Call
William Hill has so much confidence in its product that Henderson said that
the group was willing to spend $19 million to expand and enhance Click to Call.
"If indeed, as I expect, and Click to Call takes off and the platform - can
take all the breadth and depth of content for online, then we can review the
marketing budget at that time to see whether we can maximise that," he said.
Henderson said that Click to Call is an extension of its legal phone betting
service. "Click to Call is compliant," he said. "We are confident with the
legality of the service and have obtained senior counsel advice to confirm
How Other Gambling Companies Operate
Interestingly, Ladbrokes was also faced with criticism of a similar system in
Australia, and as such suspended services in July on its own free will.
A number of other major international and local gambling companies have opted
to keep out of the game for now to see how the William Hill case proceeds with
Bet365's BetCall, a similar system, continues to operate in Australia.
The Australian Communications and Media authority said that, based on
information, "these new services do not appear to involve the service provider
[William Hill] dealing with customers using a standard telephone service."
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