Last week, Ladbrokes claimed to be the first bookie to receive Apple’s approval of a new Apple Watch betting app but rival William Hill becomes the first operator to integrate Apple Watch functionality into its UK-facing iOS app.

Hill announced the integration of its sports betting application the Apple App Store on Monday, enabling customers to bet on football and horseracing via the Apple Watch, which will debut on Friday.

William Hill PR spokesperson Jon Ivan-Duke told eGR Magazine that the operator saw great potential in the new wearable device with rival firms plotting similar launches in the coming months.

“It’s exciting to launch new products at any time, but particularly as there won’t be any other operator who will be in the marketplace before us,” Ivan-Duke said. “Wearable technology is developing all of the time and Apple Watch gives William Hill the chance to connect with our customers in a new and innovative way.”