Australia is one of the biggest sports betting markets on the planet, but online, in-play wagering (one of the most lucrative sports betting products on the planet) is illegal in the Down Under. That’s a serious problem that’s elicited a very creative solution from the folks at William Hill.

Under current Aussie gaming law, punters can place in-play wagers by phone, but they can’t place those wagers online. William Hill’s end run around that issue is to make calling in in-play wagers from a smart phone a one-click affair via their new, Click to Call feature.

Click to Call is about as simple as it is ingenious. After a punter selects his wager, he hits the Click to Call button from the William Hill in-play markets page. That button connects the end-user to a live operator who will ask whether he wants to confirm or cancel the wager. The system is executed through the smart phone microphone and requires a few minor adjustments to the punter’s phone and browser settings.

The entire process appears to be very simple and is outlined in a YouTube video from the company.

In its current incarnation, Click to Call is only available via Firefox and Chrome browsers. William Hill officials say that iOS and Android Click to Call apps are in the works and should be available later this year.

Click to Call seems poised to give William Hill a badly needed boost in the lucrative Australian sports betting market. That’s great news for a company that’s seen its annual profits take a major hit from the UK’s new point of consumption tax.

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