William Hill was showing off at the Digital Shoreditch festival and its rivals should follow suit.

There cannot be many times that William Hill executives are welcomed to the conference stage by a man in a cowboy hat. But this is London’s trendier-than-thou Shoreditch and they do things differently round here.

The Digital Shoreditch festival is a convention of geeks presenting their innovative thoughts and products to their geeky peers. It is a celebration of their own brilliance.

William Hill’s director of innovation & customer experience Jamie Hart will probably not mind being described as his company’s chief geek. Anyone who knows him will realise he’s not really that geeky. But he speaks geek and understands geek. This is a good thing. Ever since Steve Jobs unveiled the ipod, the geeks have taken over.

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