Online poker is firmly under the microscope at the moment after a security breach and a big operator. So it follows that that age old question: 'Is online poker fixed?' has reared it's head again and many companies are wisely beefing up their anti-fraud measures.

William Hill, one of the world’s leading betting and gaming companies, is the latest major company to join in a collaborative effort to fight fraud, enlistng the services of Ethoca.

Founded in 1934, William Hill is a market leader in all major betting and gaming channels in the UK with an established international presence through its online business, while Ethoca is the leader in collaborative fraud management by sharing fraud experience data in a way that is secure, automated, effective and ethical

“Our e-commerce and fraud management system is already one of the best – and it just got better,” said Steven Reid, Group Director, Interactive Businesses, William Hill. “By using Ethoca’s service we can securely and effectively co‐operate with other companies to beat fraud. Collaborating with other companies to fight fraud is right for our business and our customers.”

The deal significantly increases the global momentum for collaborative fraud management.

Ethoca recently added betting and gaming companies bwin, 888 and Stan James to its community and expects other significant announcements in the months ahead. From online retail to electronic payments to online charities to gaming, global leaders see Ethoca’s collaborative fraud management service as a way to inform their decisions and enhance their profitbility on thousands of transactions every day.

Ethoca is the only service that allows companies to benefit from the fraud experiences of other companies ‐ accepting more of the “right” types of transactions increases revenue, and declining the “wrong” ones reduces losses and non-payment.

“With 30% of the top betting and gaming companies as Ethoca members, the movement towards collaborative fraud management in that industry is now in full force,” said Andre Edelbrock, Ethoca President and CEO. “William Hill benefits from the shared experiences of the fraud fighting community and community members gain from the experiencs of William Hill. Everybody wins.”