Cross-platform gaming operator William Hill has selected Cambridge-based technology firm Featurespace as its new analytics partner.

The new collaboration will see William Hill and Featurespace deploy a range of sophisticated machine learning analytics and technical expertise to interpret data and achieve greater insight.

Featurespace founder and chief technology officer Dave Excell said that the company had been impressed with William Hill’s commitment to improving customer experience.

“This is the first in a number of exciting announcements planned as we roll out Featurespace’s analytics,” he said.

Featurespace provides operators with responsible gambling compliance, fraud and payment acceptance processes in order “to cut operation costs while gaining customer insight.”

William Hill’s innovation director Jamie Hart said: “We’re always looking for innovative ways to optimise and improve the gambling experience for our customers, and are excited to be implementing a new analytical approach.’’

Featurespace already works with Betfair, and deployed its Bot Finder solution for Candy Crush Saga developer in 2009.