William Hill plc, a member of Britain's largest gambling groups, has demonstrated that it has determined plans to improve its Internet sportsbetting gross win by as much as 50 percent. It plans to accomplish this through the introduction of a new software platform to begin in November of 2008.

Hill already reports that 20 percent of its gross win comes from Internet activity, but in spite of this fact, CEO Ralph Topping reported to Reuters this week that his company’s aim is to increase this figure and bring it to as much as 25-30 percent as soon as the launching of the new platform on November 27th, to be designed by Orbis, the UK software provider.

Topping says that this growth is available to his company for the taking but that formal targets are to be set only early next year.

Intensifying competition and serious technology problems have led to William Hill's online sportsbook business having to struggle during the last year. During that time the company tried to introduce a major upgrade of its in-house internet betting operations. It was forced, however, to give up the project last year, had to write off GBP 22 million.

Topping was previously Hill’s Internet director. He took on the position of chief executive in February. He stressed his determination and commitment to expanding the online business, a move that he feels has been neglected in the past. The decline in the company’s sportsbook operations was successfully halted through his efforts and now Hill’s is posting double digit percentage growth, which is in part at least the results of the introduction of 30 new games, along with a fresh advertising campaign, according to Topping.

Topping spoke of a new sense of direction. He says that for too long of a time, the company regarded themselves as bookmakers with an added on service which they referred to as gaming. They now see a substantial opportunity for growth in the area of the Internet. Topping also indicated it is the company’s view that a portion of that opportunity can be accomplished through acquisitions. Analysts currently regard the online gaming industry as being too fragmented and view its immaturity as making it a prime target for consolidation.

Topping stressed this when he said that consolidation within the industry is inevitable. He says that examples are of companies like 888 that are only 10 or 12 years old. He says that in this pursuit his company will avoid paying and will see to it that there is a good return for investors.

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