William Hill Gives Insight Into Bookmakers' Strategy

William Hill representative offers an insight into how bookmakers set odds for their punters.

Bookmakers are always aware of what other companies in their sector are doing as it is important to understand competitor movements, it has been claimed.

William Hill's public relations manager Jennie Prest has said that this is done because "you have to do that in every business".

Giving an insight into how bookmakers set odds for punters, she added that Hill's checks competitors' odds otherwise it could leave itself "vulnerable" if it had set "very big odds" for a particular event.

"If you're pricing up an event that somebody else has already priced up then it would always be a consideration to look at their odds," Ms Prest explained, before adding that this is to see if value is being offered.

October's British Gambling Prevalence Survey from the Gambling Commission found that 68 per cent of the UK population took part in some form of gambling during the previous 12 months - four per cent down on 1999.