Gambling brand William Hill has rolled out Project Trafalgar, its new digital sports betting platform.

The platform includes new infrastructure for the brands site and a new mobile app. On the front end, the refresh promises quick and seamless navigation between markets to enable faster last-minute and in-play betting, and a cleaner interface.

On the back end, meanwhile, an improved product delivery model is designed to enable William Hills developers to make rapid, frequent release deployments with no dependency on third parties.

“Project Trafalgar is not a simple website redesign,” says Jamie Hart, director of innovation and customer experience. “Instead, it is a comprehensive overhaul of our entire web architecture, with important implications for the core William Hill business – and for the innovation work of WHLabs.

“Project Trafalgar signals an important shift in our digital product offering, giving us complete control over the experience we offer our users. Crucially, it gives an outlet our development talent to deploy an unprecedented velocity of change and further enhance our position as the market leader.”