Looking ahead to summer 2014, William Hill has said its developers are working on online and mobile products to suit the busiest World Cup days when there can be as many as three or four matches.
"It's going to be a perfect World Cup for us because the earliest kick-offs are at about 5pm [UK time] and then you go to around midnight," said Jamie Hart, William Hill's head of innovation.
The company is also an England team sponsor, a partnership that allows them access to players for video clips during the tournament.
