William Hill Australia will use the Melbourne Spring Racing Carnival as a springboard to launch Double Down, a new exclusive in-play betting product from the operator.

The new product is available through the William Hill app in Australia and unlike its contentious 'click to call' product, which allowed players to place new bets in-play, Double Down enables players to double their existing bet at pre-race odds with a single tap.

Its launch follows recent efforts by the Australian government to end 'click to call', which it sees as circumventing the country's ban on live betting.

William Hill describes Double Down as a product that will connect punters to the action “in a way that will forever change the live racing experience”.

“No longer will they have to sit watching a race frustrated when their horse is positioned well and wish they could get set for more,” William Hill said.

The product also allows customers to gain insights into the pace of a race, and how their backed horse is travelling before deciding whether or not to increase their stake, the operator added.

It further strengthens the operator’s Australian horse racing offering, which includes exclusive bookmaker category rights to stream coverage of all racing in New South Wales, as well as streaming of Victorian racing via its website and apps.

William Hill Australia chief marketing officer Warren Hebard said that Double Down would be “a real category differentiator” at the Spring Racing Carnival, which gets underway in October.

“William Hill is the home of racing in Australia,” Hebard said. “Double Down is a product that no other bookmaker can or will offer and typifies the mentality of the William hill brand, constantly pushing the boundaries in order to deliver the fastest and easiest betting experience for our customers.

“With the release of Double Down we have been able to deliver an innovative new racing product that has huge appeal to both the recreational once a year Melbourne Cup Day punter through to the racing purist that bets most weekends.”