William Hill, one of the world’s leading bookmakers, expects to increase the proportion of its gross win that it gets from online gambling by as much as 50% after launching a new internet sports betting platform in November.

The company gets around 20% of its gross win from e-commerce now. But Ralph Topping, CEO of the company, aims to increase its gross win up to 25-30% after launching the Orbis platform on 27th November.

William Hill has fought against increasing competition and technology problems over the last year. They had made attempts to put into operation a main upgrade of their own online betting operations but were made to discard the project, spending £22 million in the process, after it proved to require much greater investment and take more time than originally considered. Then William Hill applied to Orbis that is greatly regarded in the internet industry and serves customers such as Paddy Power and Ladbrokes, for getting the upgrade back on track.

Ralph Topping, who was the Internet director of the company before but early in this year he took up the position of CEO, took pains to highlight his commitment to the online business expanding that he feels was ignored in the past. The company had already stopped successfully the decrease in growth at its sportsbook. Now William Hill is achieving double digit percentage increase, partially due to the launch of 30 new games and with the help of a new advertising campaign. Topping said, “There’s a new sense of direction.”