William Hill Review
Our Rating:/100
  • Nearly 40 sports
    and about 25,000 individual offers daily
  • Very good app
    better than desktop
  • Highroller suitable
    High profit opportunities
  • £30 in Free Bets
    on your first bet

William Hill Review

William Hill bookmakers is a UK-based gambling enterprise, traditionally specialising in sporting events and gaming.

One of the most recognisable brands in bookmaking and sports betting, William Hill has more than 80 years’ experience to its name. The company is one of the “Big Three” bookmakers in the United Kingdom, along with Ladbrokes and Coral.

In the review that follows, we consider each of our findings and expand on them: providing a clear and thorough insight into the William Hill online bookmakers and casino.

Betting Markets
Mobile Betting App; 
Service email, Live-Chat, Hotline
very good
Payment Methodes
Specific features Odd Boosts
300% Free Bet on your first bet

T&C APPLY 18+: New UK & Ireland customers only. Min Deposit: £10. First Deposit matched up to £30. 1 x wagaring at odds of 1.75+ to unlock Free Bet. Credit Card, Debit Card & Paypal deposits only. Full Terms apply

William Hill Website

William Hill Horse Racing

William Hill Freebet

About William Hill

With the modernisation of the UK gaming industry, William Hill has expanded its operations to include telephone and online betting, casino-like features for customers across the web, and in-store fixed-odds betting machine terminals, among other innovations.

While the business remains based in London and Leeds, William Hill is today active in nine countries across the globe. Since 2009, its online and fixed-odds interests have been based in Gibraltar, and regulated by the Gibraltar Betting and Gaming Association.

In 2012, William Hill entered the US marketplace with the purchase of three Nevada-based bookmakers. The buyout represented a 55% share of the state’s sports betting market and, therefore, a significant portion of the entire US industry: Nevada being the only US state where sports betting is permitted. The enterprise then entered the Australian market in 2013, with the purchase of a further three regional bookmakers.

Today, the William Hill gaming empire employs a workforce of 16,600 staff worldwide, and generated net profits totalling close to £190 million in 2015. This figure accounts for roughly twenty five percent of the domestic UK gambling market, and makes the company the industry leader. William Hill has been listed on the London Stock Exchange since 2002 (LSE: WMH), and is a FTSE 250 company.

best service banner
William Hill Logo

William Hill:

Traditional Sportsbook with best service

  • Widely respected industry leaders and innovators
  • First class customer care: fast, responsive, and multi-lingual service
  • Extensive live streaming of events
  • Strong online and mobile gaming presence: place bets any time, any place; in 24 languages, and in 175 countries.
Exclusive Freebet Offer:
300% up to £30

T&C’s apply | 18+ *

In Review: Betting Markets, Odds, and Earnings

Every online bookmakers is judged primarily for its betting services and the potential earnings on offer for winning punters. After all, if members cannot place the bets that they want, when they want – and enjoy attractive winnings on a successful wager – then the enterprise will not remain in business for very long.

As an established name in the industry, customers expect an exemplary service from William Hill. In this respect, the service meets those high expectations, with many of the online features proving to be worthy of a market-leading brand.

William Hill Sports


Sports betting is the core activity of William Hill, and it is all but impossible to find a sporting competition that does not receive at least some degree of coverage on the website. While the company made its name in horse racing, today football is the top earner for the website, and this is reflected in the resources spent to cover every aspect of the beautiful game. In the last year alone, the site made markets in more than 60,000 individual matches: covering everything from competitive international fixtures and the English Premier League, to non-league and reserves matches, and the lower divisions of overseas contests.

Each event provides options for members to place diverse bets, and punters can pick from an exhaustive list of real-time betting opportunities, with more than a hundred individual markets open on many of the top matches at any given time.

Other Markets

International competitions such as the Olympic games, the Super Bowl, and Grand Slam tennis tournaments are also responsible for attracting large volumes of betting activity, and these contests feature heavily on the website. But William Hill is just as keen to promote niche interest sports such as dog racing, handball, ice hockey, and European basketball – with multiple betting options available for each.

The site has recently expanded into the emerging area of eSports, or competitive video gaming. It is currently possible to place wagers on several top titles, including: Call of Duty, Counter Strike, and League of Legends. While the range of games makes William Hill one of the leading mainstream supporters of eSports betting, the individual markets for each tend to be confined to simple outcomes or selecting the winning side of every contest.

Odds and Earnings

With the high volume of bets placed on the website, and the dominant market share, William Hill holds a comfortable position in online gaming. This has allowed the site to pass on attractive margins and bonuses to its membership. Account holders can enjoy competitive odds, individual bonuses on winnings of 25% under certain conditions, and an average margin of 5.4% on football.

Website and Mobile Support: Review of features and usability

Usability IconThe initial impression of the William Hill website is that its vastness has not been hidden away. The landing page presents account holders with not only a complete overview of current live events, but also a wealth of menus detailing upcoming fixtures, sports by category, and user account options and promotional offers.

William Hill Website

In fact, the user interface (UI) is one aspect of the William Hill online brand that has come in for criticism over the years. The sheer volume of data that is on-screen at any one time is considerable, and can appear cluttered and overwhelming. This problem is only exacerbated when placing bets while streaming the live content. Although much of this data is something that veteran gamblers will expect – and rely upon – the complexity of the UI is such that newcomers may find navigating the service slow and disorientating.

Downloading and using the William Hill mobile app

App IconWilliam Hill AppIn contrast to the website, the mobile app enjoys an elegant and streamlined design, which provides all of the functionality of the main site – but with a reduction of on-screen clutter, and the option to place bets while on the move. It is no surprise that many customers choose to rely on the mobile app to place their bets by default – even when they have access to the desktop site.

Betting Coverage, Live betting, Live Stream Services

Inplay IconThe website hosts its own streaming service (called WHTV), which provides punters with fast access to hundreds of live events every day – all in real time.

The quality of the live stream is exceptionally high over a fast broadband connection, and the production values and presenting of the programming is impressive for a free, online service. The list of available content is extensive: WHTV allows customers to access full coverage of football, darts, horse and greyhound racing, tennis, cricket and more: across multiple video and radio channels, and with one-touch access to betting markets within the same desktop window. In down-time, the William Hill In-Play radio station broadcasts every week day between 1400 and 2200.

William Hill Horse Racing

William Hill Horse Racing

Promotions, Offers, and Bonuses

Bonus IconWilliam Hill FreebetThere are plenty of opportunities to score a bonus on the William Hill website, with many of the offers providing an incentive to join or lay an initial bet, and others which act as a relatively generous insurance against lost deposits.

For instance, a new account holder can deposit just £10 and instantly receive a £20 bonus in free betting stakes when using the F20 sign-up code. An enticing 40% bonus on league and cup accumulator slips makes William Hill the most attractive place to lay a speculative bet with enormous potential for returns. Equally, cautious gamers are rewarded with partial refunds against specific spots (such as first goalscorer, or next substitution), if their chosen player was next-but-one to complete their chosen action.

Overall, William Hill favours a standardised selection of bonuses that remain available at all times, rather than one-time offers, or promotions that are generated by real-time events. What this system lacks in spontaneity, it makes up for in reliability: customers can bet, knowing they are able to access a partial refund on lost stakes, or boost their earnings using a tried-and-tested strategy.

Your Deposit£10 + William Hill Freebet£30 = Seed capital£40

T&C APPLY 18+: New UK & Ireland customers only. Min Deposit: £10. First Deposit matched up to £30. 1 x wagaring at odds of 1.75+ to unlock Free Bet. Credit Card, Debit Card & Paypal deposits only. Full Terms apply

Payment Methods: Banking, Deposits, and Withdrawals

Fast, direct money transfers into and out of your William Hill gaming account are a straightforward affair. As you would expect from a large, internationally active bookmakers, William Hill is able to facilitate deposits and withdrawals through an almost endless range of payment options.

Although every payment option will not be available to account holders in every country, the most common facilities (such as major credit and debit cards) can be accessed from anywhere in the world.

Fast bank transfers are available throughout the European Union, and the company accepts PayPal payments from a selection of European nations. Your account also supports money transfer via any number of regional money wire and e-cash enterprises, including: Pingit, Giropay, Astropay, iDEAL, Instadebit, POLi Payments, and Trustpay.

Crucially, William Hill imposes zero fees on money transfers into, and out of, your gaming account. Bets can also be placed in several major currencies, including: AUD, CAD, CHF, DKK, GBP, HKD, JPY, SEK, SGD, USD and EUR. This means that international gamers can avoid losing money on currency conversion or unfavourable exchange rates by placing bets in their own denomination.

Technical Support and Customer Services

Support Icon

The William Hill brand justifies its clients’ loyalty with an around-the-clock technical support service, and customer care for every account holder.

Each area of the online service has its own distinct points of contact: helping support teams deliver fast solutions, and allowing customers to avoid navigating automated voice menus or long holding queues.

Contact with support personnel can be established via phone or web-chat, email, SMS, or even fax machine and post (a mailing address is provided on the site with some searching).

Fees for the various telephone lines are either free (eg, for placing a phone bet), or charged at a nominal 1p per minute rate (for age verification and technical help). With significant resources at their disposal, William Hill is also one of a select few online bookmakers that can offer a genuinely international customer service. Telephone lines are available in 24 languages, and charged at the caller’s standard international rate.

Security and Reliability

Regulation Icon

The online division of the William Hill empire is domiciled in Gibraltar; international account holders receive regulatory oversight from the Gibraltar Gambling Commissioner (RGL no. 034 & 042). The company also holds a license with the Gambling Commission (licence number: 000-039225 R-319373-001) to facilitate the betting activities of British citizens.

As such, these regulatory bodies ensure that the William Hill online business remains transparent, solvent, and fair; it ensures that clients receive earnings in an appropriate time and manner, and that they are not involved in money laundering or other illegal activities.

The business has a robust track record for online security, with very few reported incidents for an operation of its size. In late 2016, the William Hill site was targeted by a Distributed Denial of Service (DDoS) attack. The site remained offline for around 24 hours, and cost the company an estimated £4.4mn in lost earnings. Account holders were otherwise unaffected by the attack.

Unique Features and Advantages of William Hill for betting

Regulation Icon

Perhaps the unique selling point of the William Hill online service is its genuine claim to being a one-stop shop for all its account holders’ gambling requirements. The site is a gaming portal that few enterprises can rival, offering sports and eSports betting, bingo, a virtual casino, poker, slot machines, and scratchcard gaming.

The multimedia channels afford extra value for money for punters, and additional betting facilities such as one-click accumulators and stop-loss options (named “Cash In My Bet”) provide ample opportunity for more sophisticated wagers, and a greater sense of control over risk management.

William Hill Review of Features

There is a reason why William Hill has been able to establish itself as an industry-leading brand, spanning nine countries and eight decades of trading. The enterprise is built upon an ethos of high quality customer care, reliability, and an ability to innovate new products and services that its customers value. From the pioneering online service that launched in 1998, to app-based betting and casino features, William Hill remains at the forefront of the gaming industry in the UK and overseas.

Today, with its position as market leader consolidated, the enterprise has sought to discover new areas and markets to expand into, primarily via its online presence. These have included new regional territories, and innovative products like its support of the eSports phenomenon. Among the attributes most valued by customers are the company’s perceived security, and the premium features available online: live media streaming, competitive odds, mobile play, and the fast payment of winnings are the most commonly cited reasons why users remain active and loyal.

William Hill has set itself the objective of being an active participant in all aspects of gambling and bookmaking. At times, this results in resources being spread quite thinly, and William Hill struggles to specialise in any single area of gaming. When the company moves into new markets, performance is often left to play “catch up”, as its services struggle to meet the requirements of expansion. This is most evident in the limited on-screen language options for overseas gamers, and the incomplete feel of its eSports features.

However, for customers eager to enjoy a secure betting environment that covers an enormous range of sporting and live events, William Hill remains one of the most reliable, innovative names in the industry.

T&C’s apply. 18+ *