William Hill has joined Paddy Power Betfair in signing up to launch Cash In Roulette, a variant of the table game from developer Be The House which is designed to attract new players with a variety of unique betting options and higher payouts.

William Hill is the second tier-one gaming operator to offer the product following its launch on Betfair in October, allowing users to bet on consecutive spins of a roulette wheel as well as the traditional single-spin.

This allows players to bet on a specific number landing within a set number of spins, as well as on how many times it lands on a black or red number. Be The House also gives players the opportunity to cash out during a multi-spin bet.

William Hill's head of gaming development Will Mathieson described the patent-pending Cash In Roulette game as "the first truly innovative and engaging roulette product" of the past decade.

"It has such a wide variety of bets on offer, making it an exciting proposition for roulette and non-roulette players alike," he explained.

"Combined with a better margin for the operator this was a great opportunity for William Hill to work with Be The House and we look forward to its upcoming launch."

Be The House CEO and co-founder Seth Freedman added: "The online casino vertical has been lacking a truly innovative product for some time now, and we firmly believe that Cash In Roulette is a game-changer for operators and players alike. We are thrilled to be launching with William Hill, whose confidence in our product is proof of just how exciting and fresh it is."