- Depth of Betting Markets
- Solid for Live Betting
- Not available in every country
William Hill is one of the world’s oldest and most famous sports betting companies. It was founded in London all the way back in 1934. It built up a large land-based betting shops business across the UK and launched an online sportsbook in the 1990s. The business continued to expand over the years, purchasing rival operators such as Sportingbet and Mr Green along the way.
William Hill also expanded into Nevada in 2012. It quickly became the market leader in the Silver State, and then rolled out its online sportsbook across the country after a federal wagering ban was overturned in 2018. That attracted the attention of gaming giant Caesars Entertainment, which initially teamed up with William Hill and then purchased the business for £2.9 billion in April 2021. William Hill was delisted from the London Stock Exchange and folded into the Caesars empire. Caesars immediately confirmed plans to sell all non-US assets of the business. A buyer is currently being sought, but right now William Hill continues to operate under the management of Caesars in various markets.
William Hill offers a high-quality online sportsbook with competitive odds, interesting bonuses and excellent customer service. Our William Hill review explains everything you need to know about this renowned sports betting company.
William Hill Sign-Up Process
You can click “Join” at the top right of the William Hill homepage to trigger the registration form, and then follow these steps to create an account:
- Enter your title, name, date of birth, email address, mobile number and address. Click “Continue”.
- Choose a username, password, security question and answer.
- Select your currency from the list.
- Decide whether you want to set a deposit limit – daily, weekly or monthly.
- Add a promo code. It will automatically be set to H30, but you can enter a different code if you have it.
- Accept the terms and conditions, and click “Agree and Join”.
You will then have to verify your email address and confirm your identity, but the process is quick and smooth.
William Hill provides exceptional value to users looking for impressive depth of betting markets, and great customer service.
William Hill Sportsbook Bonuses
The main William Hill sportsbook bonus is a 300% match deposit bonus worth £30, €30 or currency equivalent. To claim this bonus, simply sign up for an account, make a deposit of £10 or €10 and wager it at odds of at least 1.50 (1/2, -200). Your William Hill account will then be credited with two free bets worth £15 or €15. You have 30 days in which to use your free bets. This is a free play bonus, so your stake will not be returned if your free bets win. However, there is just a 1x rollover requirement, so you can immediately withdraw any winnings you earn.
The offer is different if you are based in the United States. American sports fans will receive a risk-free first bet worth up to $500. If your initial wager wins, you can keep your money. If it is settled as a loser, US customers will be given a refund in the form of a free bet. This has a 1x playthrough requirement, so you can immediately withdraw any winnings you earn from the free bet. You have seven days in which to use this offer.
Other William Hill Offers
William Hill provides a wide range of ongoing promotions to reward existing customers for their ongoing loyalty. Many of them are tied to specific tournaments. For example, players could place a £5 each-way bet on the winner of the European Championship, and William Hill gave them a free £5 bet each time that team won a group stage game. Other offers include:
This promotion gives players boosted profits on accumulators (parlays) with three or more legs. You can also enjoy acca insurance if you include at least five selections. William Hill will then give you a refund of up to £20, in the form of a free bet, if one selection lets you down.
In-Play Betting Rebate
William Hill will give you 10% of your in-play losses back as a free bet each week, up to a maximum of £100 or currency equivalent. This William Hill sports betting promotion is available on tennis, cricket and other sports.
Horse Racing Bonuses
William Hill offers a range of horse racing bonuses. One is Fair Play, whereby you get a refund if the William Hill team decides you haven’t had a run for your money. Examples include your horse refusing to race while under orders, remaining in the stalls after the off, the rider unseats at the start of a race or the jockey fails to weigh in. You also receive extra places on each-way wagers on selected race meetings each week, and best odds guaranteed on all UK and Irish horse racing and greyhounds, plus a daily bet boost on horse racing or greyhounds.
William Hill will double your odds on some of the biggest sporting events each week. This applies to single bets only and stake limits apply. Check out #YourOdds for more details. William Hill also provides odds boosts on a range of soccer games.
There is a free daily scratch card offer whereby you can try to match three prizes to win. You can also enter a free-to-play game that offers up to £200 in free bets if you pick six soccer games that will have three or four goals in them. William Hill sets aside £1 million each week for this contest, called Free or 4.
The promotions change from one market to the next, but the offers above give you an indication of William Hill’s commitment to offering customers added value.
William Hill User Experience
William Hill operates on the highly-regarded OpenBet platform run by Scientific Games. Many of the world’s leading brands use this software, including Ladbrokes, Paddy Power, Betfair, SkyBet and PMU. However, the user experience at William Hill is clearly differentiated from those sites. It uses a customized sports wagering platform and its own team of oddsmakers sets its lines.
The distinctive purple and yellow William Hill branding is featured in places, but the majority of the site has clear text on a light background. The pages are busy, the text is pretty small and some users may find it a little cluttered. The navigation is sometimes a little frustrating, but you soon get the hang of it. The search function works well, and there are helpful shortcuts for live betting, major upcoming sporting events and the most popular betting markets among William Hill customers.
The list of sports is easy to browse on the homepage, and the bet slip populates efficiently. You can enjoy William Hill radio and podcasts, and there is a regularly updated blog at news.williamhill.com. It is interesting to note that the user experience is a lot cleaner for US customers. The pages are less cluttered, navigation is simpler, there are fewer sports and events to choose from, the design is a lot more sober and it feels more beginner-friendly.
You can download a fantastic William Hill mobile app for any Apple or Android device. It was rated 4.6 out of 5 after receiving more than 60,000 user reviews on the Apple App Store, and 4.1 out of 5 on Google Play after 18,000 user reviews. You have to download a separate William Hill casino app, or you can simply visit williamhill.com from your mobile browser.
The mobile app is very easy to use. It actually benefits from the smaller screen, as the pages are neater and clutter-free, and navigation is easier. BMR tested it out on a wide range of mobile devices for this William Hill sportsbook review, and we were impressed with the user-friendliness of the app. We could place bets quickly, with just a few taps of the screen required for wagers on major upcoming sporting events.
Sports Betting Options
William Hill offers betting on more sporting events than almost any other sportsbook in the world. You can often find more than 500 betting options on a single soccer match, and the list of games it covers each day is pretty astonishing.
The sports covered by William Hill sportsbook are listed in A-Z on the homepage:
- American Football
- Australian Rules
- Gaelic Football
- Gaelic Hurling
- Horse Racing
- Ice Hockey
- Motor Racing
- Rugby League
- Rugby Union
- Table Tennis
- Water Polo
That is a very thorough list. It is rare to find a sportsbook that covers bowls and water polo, for instance. Only half of those sports are available for American customers, as it has gone for a streamlined approach in the US market. The esports section at William Hill features League of Legends, Dota 2, StarCraft II, CS:GO, Rocket League, Overwatch, Call of Duty, FIFA, Hearthstone and more.
The lotteries section covers the UK, Ireland, New York, Australia, Canada, France, Germany and Poland. There are various TV and specials markets, while the politics section features elections in the UK, Europe, the US, Australia and various other countries. You can bet on regional elections, such as the New York mayoral election and the Victoria state election in Australia. It also has a thriving virtual sports section covering a huge range of events.
Depth of Sporting Coverage
William Hill leaves no stone uncovered in its mission to present sports fans with an abundance of betting options. You can bet on all sorts of niche soccer leagues from around the world, including regional, youth and amateur leagues. The basketball section is very deep, featuring games in Australia, Argentina, Colombia, Uruguay and all over Europe, including second division games in Italy and Turkey. It covers the vast majority of tennis matches and golf tournaments, and it is also strong on sports like cricket and rugby.
William Hill has you covered with a very large array of betting options on the biggest sporting events of the day. When conducting this William Hill review, we found 533 different wagering options on a single soccer game. Soccer betting options include a variety of handicaps and total goals markets. You can bet on a player to score first, last, anytime, two or more, a hat-trick, first and last, or first or last. There are all sorts of scorecasts and other game and player props, and there is a bet builder. Most of these options are unavailable for US customers, who are presented with a far narrower choice. When it comes to sports like basketball, you will find spreads, moneylines, totals, alternative spreads and totals, player props, period betting and a same game parlay builder.
You can access the live betting section by clicking on the “In-Play” tab at the top of the William Hill sportsbook homepage. It covers a large variety of niche and popular sporting events each day, including lots of esports tournaments, and you will generally find a pretty strong selection of live betting options. The section is reasonably simple to navigate, and William Hill offers live streaming on various sporting events each day. If live streaming is unavailable, you should receive play-by-play updates courtesy of an infographic, along with live scores and stats.
William Hill is renowned for having some of the highest betting limits in the world. It offers maximum winnings of £2 million per wager. No other bookmaker offers higher limits, but Bet365 also offers a maximum payout of £2 million per wager. Betfair, Paddy Power, Betfred, Ladbrokes and Coral will only go to £1 million. William Hill also has low minimum wagering limits, so it really should suit all budgets.
Quality of Odds
William Hill offers appealing odds on a wide range of sporting events. Its soccer odds are rarely market leading, but they are above average. They often compare favourably to rivals like Bet365 and Paddy Power, although it does not quite compete with low-margin sportsbooks such Pinnacle and SBK. William Hill offers standard -110 lines on basketball and football spreads, but you can find some interesting prop betting odds and alternative spreads and totals.
William Hill User Reviews
William Hill users are generally very positive when discussing the level of service they have received. They like the user experience on the William Hill app and the desktop site, the wide array of bonuses, the large betting limits and the strong customer service. William Hill is one of the world’s largest sports betting companies, and it has millions of happy customers. It is reliable, trustworthy and fair, and it has a long history of paying bettors out in full and on time. It is fully licensed by the UK Gambling Commission, the New Jersey Division of Gaming Enforcement and many of the other top regulators in the world, and it has a strong record when it comes to safety and security.
William Hill offers 24/7 customer support via live chat, phone and email. Live chat is generally the quickest and most effective option. BMR tested out the William Hill customer service team for this review, and we were impressed. The response times were quick at all times of day and night, and we received helpful, insightful answers. The agents seemed friendly, polite and keen, and they also displayed a great deal of knowledge about the business and sports betting in general. Many rival sportsbooks fall short in the customer support stakes, so it is great to see that William Hill has invested in training its staff so well.
Other Betting Options
The William Hill casino features a large array of slots and table games from the world’s top development studios. The slots range from old-school fruit machine games to branded 3D video slots, progressive jackpots and Megaways titles. The game variety is superb, the graphics are excellent and the site is easy to navigate. You can visit either William Hill Casino, William Hill Games or William Hill Vegas by clicking tabs at the top of the screen.
The William Hill casino features every table game imaginable. It has some of the highest betting limits in the world on casino games, so it is suitable for high rollers. There is also a live casino featuring many different games from market leading provider Evolution. You will find a huge array of blackjack, baccarat and poker variants, plus games like Sic Bo, craps, Dragon Tiger, Crazy Time, Wonderland and Gonzo’s Treasure Hunt Live.
The William Hill Bingo section features 75-ball, 80-ball and 90-ball games, plus specials. There are lots of different bingo related slots and video poker games to choose from. The William Hill poker room is also very comprehensive. William Hill does not have a separate racebook section, but it is one of the world’s leading sites for betting on horse and greyhound racing. As previously mentioned, there are large sections dedicated to esports and virtual sports, so William Hill offers a very broad all-round online wagering experience.
BMR Verdict on William Hill
William Hill is a very impressive online betting site. It offers simple, attractive bonuses and promotions. The registration process is quick and straightforward, and it provides several convenient deposit methods. Withdrawals are quick and reliable. You can enjoy low minimum betting limits and large maximum betting limits. The odds are competitive and it covers a remarkable number of sporting events each day, including niche sports like pool, bowls and water polo. You can also play a variety of casino games, including lots of live dealer titles, bet on racing from around the world, take part in bingo games and play online poker. The 24/7 customer support is excellent, and the user experience is pretty strong once you get to grips with the website navigation. The William Hill app is also fantastic, so it is easy to see why this operator has so many satisfied customers.
If you’ve made it this far and are still not sure about giving William Hill your business, check out the top rated sportsbooks suggested below, or visit the Bookmakers Review rating guide to search for another sportsbook.