William Hill Review | Analysing The Established Betting Powerhouse [2024]

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Out of 10
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Out of 10


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Please note that there are no affiliate links featured in this review. This means that we will not receive a commission if you proceed to open an account at this bookmaker. Unlike many other gambling referral sites, we remain committed to reviewing bookmakers that we do not actively endorse. This approach ensures that bettors have the opportunity to explore all available options, rather than solely focusing on those that might be advantageous for us.


Review Summary

  How were these ratings created?

In this review of William Hill, I’ve examined a set of standard criteria to establish an impartial and data-driven rating for the bookmaker. Each of the above criterion is assigned a weight corresponding to its importance, with factors such as Odds and Features carrying more influence than others.

This methodical approach eliminates subjectivity and guarantees that only significant factors influence the overall rating. This results in a fair and objective assessment of the betting site, shedding light on both its strengths and weaknesses.

Unlike many other sites, Punter2Pro adheres to an identical process for all betting site reviews, ensuring that no brand receives an unjust advantage over another — regardless if we are affiliated with them or not.

About William Hill

William Hill was established in 1934 as betting shops and is currently owned by the parent company ‘888 Holdings Plc. It holds eight gambling licenses.

Despite transitioning online, William Hill still operates physical shops based all around the UK, typically located on high streets.

Upholding the standards of legal and reputable online betting sites, the William Hill sportsbook incorporates various protective measures, including SSL data encryption technology to secure transactions. Additionally, two-factor authentication is employed to thwart unauthorised access, while ‘Know Your Customer’ (KYC) processes help identify customers and prevent identity fraud.

Secure Payment Processing ensures the safe handling of financial transactions through the site, and Geo-Fencing is implemented to verify users’ presence in legal betting areas, ensuring compliance with local regulations.

As a regulated entity, the site prioritises responsible gambling, offering tools such as Deposit Limits, Reality Checks, Time-Outs, and Self-Exclusions.

William Hill is also registered with the Independent Betting Adjudication Service (IBAS) — an impartial mediator for dispute resolution between bettors — underlining its commitment to fair gambling.

Bookmaker Profile


888 Holdings Plc (parent company)


1934 (as betting shops)



Target Markets

USA, UK, Spain, Italy, Ireland


English, Spanish, Italian, German, French, Portuguese, Polish, Hungarian, Greek, Swedish, Finnish, Russian, Romanian, Slovenian, Serbian, Czech, Chinese, Japanese


Gibraltar, Italy, Malta, Spain, Sweden, UK, Colombia, Nevada


1. Product Range


The website of William Hill presents seven primary products, namely Sportsbook, Casino, Live Casino, Poker, Bingo, Virtual Betting, and Tote/Pools. This diverse array of services reflects the platform’s commitment to offering a comprehensive solution catering to various player preferences.

With a rich history in sports betting, William Hill initially began its journey in high street shops, a significant number of which continue to operate today.

The company has consistently adapted to stay competitive, establishing itself as a major player in the realm of UK online sports betting. Moreover, it maintains a forward-looking approach, actively seeking opportunities for expansion into new markets.


Popular products offered by many betting sites. These count more towards the score for this section than 'Specialist' products.


Specialised "niche" products offered by some betting sites. These count less towards the score for this section than 'Standard' products.

Out of 10

2. Sports & Markets


William Hill’s sportsbook features an impressive 42 sports, accounting for 72% of all sports I consider in my bookmaker reviews. This is 9 more than the average bookmaker. Popular sports, indicated with an asterisk (*) in the list below, are readily available as you would expect from most online bookmakers.

Setting itself apart from competitors, William Hill provides an extensive variety of markets within each sport, surpassing the offerings of many other recognised betting sites.

Beyond sports, William Hill extends its offerings to special markets, including TV shows like Love Island, Strictly Come Dancing and prestigious awards like the Emmys. The platform also ventures into novelty markets, allowing bets to be placed on outcomes such as “who will appear in the next Grand Theft Auto game?”

William Hill excels in in-play betting,  providing live coverage for an array of sports events. The coverage is especially comprehensive for football, with numerous submarkets to choose from. The in-play experience is enhanced with graphics, stats, and even live streaming of selected events — such as UK and Irish horse racing — through William Hill TV.

All Available Sports (A-Z)

  • Shooting
  • Snooker*
  • Softball
  • Specials
  • Speedway
  • Surfing
  • Squash
  • Swimming
  • Table Tennis
  • Tennis*
  • Triathalon
  • Trotting
  • Virtual Sports
  • Volleyball
  • Water Polo
  • Winter Sports
  • Wrestling

  How are sports & markets graded?

To assess this section, every sport has been classified based on its betting popularity, assigning greater importance to widely sought-after sports like Football, Horse Racing, and Tennis, in contrast to those with a more limited audience appeal.

Furthermore, the inclusion of market depth (betting options) also contributes to the overall score, emphasising the importance of “quality over quantity”.

This approach ensures that not only the sports but also the richness and diversity of betting options within each sport are taken into account in the evaluation process.

Out of 10

3. Odds


In a random selection of 20 instances, William Hill’s odds were 6.12% lower than the betting exchange Back odds available at that time.

The average decimal price for the bookmaker’s odds in the sample was 3.07, compared to the betting exchange’s 3.27. This suggests that the odds are fairly standard for a bookmaker, albeit a bit on the lower side based on this sample.

While this sample doesn’t provide an exact estimate of William Hill’s price value, it does offer insight into how much their odds may deviate from the leading price on the betting exchange. Therefore, this comparison significantly contributes to the overall rating of this bookmaker.

Bookmaker vs Exchange Odds

Note: Please be aware that this sample only includes odds from top-flight European football leagues. To ensure uniformity across all bookmaker reviews, odds were capped at 10.0. We are committed to enhancing the depth and precision of this data regularly.

  Why are the exchange odds higher?

The betting exchange provides industry-leading odds generated by the public, traded peer-to-peer rather than against the betting company. These odds are widely considered the most accurate in the market. The betting exchange earns its revenue through a commission, usually applied to winnings.

In contrast, bookmakers operate under a different model, incorporating a margin or “edge” into their odds. Consequently, the prices offered by bookmakers tend to be lower than those found on the betting exchange.

This crucial information is often overlooked by many gambling affiliate sites, but for the sake of transparency, it should be common knowledge. Despite this, bookmakers give many advantages over betting exchanges.

Out of 10

4. Bonuses


As a William Hill customer, you can frequently take advantage of various promotions, including odds boosts, additional places in horse racing, bet builder insurance, and scratchcard-style bonuses.

The current signup bonus at William Hill, ‘Bet £10 Get £30’, is slightly above average, making it a great way to start exploring the site. As of now, it stands 25.4% above the typical value of free bets offered by bookies featured on this site. 

Regular players can also benefit from William Hill’s ongoing promotions, known as ‘reloads,’ as they often provide value. 

As of the current review, active promotions are as follows:

  • Give any game a Build #YourOdds Epic Boost
  • Win up to £20 in football Build #YourOdds free bets
  • Boost the odds on football accas every day
  • Get money back as cash if your trap doesn’t win a race

Overall, William Hill delivers consistent value through its bonus offerings.

If you haven’t registered yet, you can claim the signup offer by following the the link below. 

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Is The Signup Bonus Worth It?

According to our calculations, the average customer could gain approximately £18.98 in value from this promotion. Essentially, it favours the player, which is great.

However, this estimated value serves as a reference point only. Players must remember that accepting this promotion involves the risk of losing your initial qualifying bet. Thus, while the potential value is there, profiting from it isn’t guaranteed.

  How was this bonus valued?

This bonus was mathematically valued using an “average case” scenario. This makes few important assumptions:

  1. Odds gathered in the previous section are assumed to be representative of the overall value offered by the betting site. 
  2. Qualifying bets are assumed to be placed at the minimum required odds for the promotion (1.5) to reduce risk.
  3. Free bets are assumed to be placed at decimal odds of 3.5, representing “medium risk” outcomes.

The same assumptions apply in all betting site reviews featured on Punter2Pro. This ensures that free bets & promotions can be compared consistently and fairly.

This approach helps to highlight valuable promotions, as well as cases where a typical bettor does not stand to benefit.

Out of 10

5. Payment Options


William Hill offers a varied selection of 16 payment methods for transferring funds to and from the betting site, covering 42% of all recognised methods evaluated in my reviews.

Of these, 9 are considered ‘core’ payment methods, which are typically expected at any established bookmaker. The remaining 7, while less popular, provide additional flexibility for customers who prefer alternative options.

It’s important to note that ‘core’ payment methods carry more weight in the bookmaker’s overall score in this section.

Popular Methods Supported

Bank Transfer
Trustly | Gambling Payment Method | Pros & Cons
EcoPayz | Gambling E-Wallet | Pros & Cons
Apple Pay

All Available Methods (A-Z)

Out of 10

6. Withdrawal Speed


William Hill processes withdrawals quickly, typically within 2 working days, depending on the method used.

This speed is 18.34% faster than the average of all bookmakers reviewed on this site.

Prompt withdrawal times significantly enhance the bookmaker’s overall rating, as every sports bettor deserves to receive their money promptly.

Payment MethodWithdrawal TimeMinimumFee

Bank Transfer
3 - 5 days£25Free

1 - 3 days£5Free

1 - 3 days£5Free

3 - 5 days£25Free

1 hours - 1 day£10Free

1 hours - 1 day£5Free

1 hours - 1 day£5Free

1 hours - 1 day£5Free

  How is withdrawal speed graded?

The rating for this section is derived from a combination of data, incorporating:

  • The bookmaker’s officially stated withdrawal times, dependent upon the successful completion of Know Your Customer (KYC) requirements.
  • Average withdrawal times as reported by actual customers with real-world experiences.

I aim to gather enough data to provide accurate estimates of the withdrawal times for various payment methods. If insufficient data exists for a particular method, it is not included in the above list, and therefore does not impact the rating.

Out of 10

7. Features


What features does William Hill offer to elevate the quality of their service?

William Hill presents eight key Sports Betting features, surpassing the industry average, to elevate the gaming experience for players. This includes both Cash Out and Partial Cash Out options, empowering bettors with greater control over their bets.

The #YourOdds Request A Bet (RAB) hashtag enables users to craft personalised combo bets, amplifying the overall flexibility of the betting experience.

Additionally, William Hill incorporates four key Customer Support features, catering to general inquiries, bonus eligibility checks, terms clarification, and requests for self-exclusions or time outs.

If these bookmaker features align with your needs, William Hill may prove to be a fitting choice for your betting activities.

Sports Betting

Features that enhance the sports betting experience. These count more towards the score for this section than 'Customer Support' features. 

Customer Support

Features that enable customers to seek assistance quickly and effectively. These count less towards the score for this section than 'Sports Betting' features.

  • Live Chat
  • Phone Support
  • Email Support
  • 24/7 Support
Out of 10

8. User Interface


Evaluating the quality of William Hill’s user interface is subjective, as preferences among bettors can vary.

To provide a comprehensive rating, fixed criteria was applied, resulting in two distinct grades:

  • Mobile: Superb, in a class of its own desktop version
  • Desktop: Great, exceeding expectations

It’s noteworthy that the mobile version carries slightly more weight in the overall user interface rating, reflecting the growing trend of bettors favouring apps over traditional desktop sites.

The William Hill mobile app boasts several noteworthy features that contribute to a positive user experience. Its interface stands out with a crisp design, featuring text and other elements optimally sized for user comfort. The simplicity of the interface, coupled with a pleasing colour scheme, adds a modern touch without sacrificing usability.

Navigating the app is a breeze, whether you're utilising the search function or exploring the main menu. This seamless experience sets a great example for other platforms that struggle with user-friendly design. Notably, the banners within the app are appropriately sized, avoiding the annoyance of being overly prominent on the page.

One of the app's standout qualities is its impressive speed, ensuring swift and responsive interactions. Additionally, the inclusion of Free Racing TV and Radio further enriches the user experience, showcasing a well-integrated service.

While the app's simplicity is an asset, some users may desire a touch of excitement in its design. However, it's essential to acknowledge that this simplicity aligns with the brand's identity.

Mobile Ratings

While the William Hill desktop site maintains a simplistic design with excellent functionality.

The navigation is both easy and intuitive, a notable strength, and the site effectively accommodates numerous betting options on a single page without ever appearing cluttered.

Notably, the William Hill desktop site shines with its uncomplicated yet robust search function, capable of recognising nuances that will be obvious to many bettors. For example, it can interpret "spurs" as referring to either the football team Tottenham Hotspur as well as the basketball team San Antonio Spurs.

Remarkably fast, the pages load almost instantaneously, distinguishing it from some competitors which have a noticeable page lag.

However, there are instances where a bit more attention to styling could enhance the user experience. For example, certain links appear either too small or are of a very light colour, making them challenging to read -- especially against the dark header. Furthermore, the overall appearance can border on being plain and utilitarian at times.

Adding to its appeal, William Hill also provides a news section that offers previews of upcoming sports events.

Desktop Ratings
Out of 10

9. Fund Protection


Another consideration is the level of fund protection provided by William Hill. How secure is your money on this platform?

According to the assessment by the Gambling Commission, the site holds a ‘Medium’ fund protection rating. This signifies that measures are in place to segregate customer funds from the business’ accounts, ensuring that in the event of insolvency, assets are appropriately distributed to customers. It’s essential to note, however, that fund protection is not guaranteed.

While fund protection is a key aspect, assessing the financial performance of the company is also noteworthy, as it provides a more probable indicator of the likelihood of insolvency. With William Hill’s merger with 888, concerns about their stability are alleviated, and the combined entity appears to be secure for the foreseeable future.

In the latest financial accounts, the company reported an annual profit of £1,235,000,000 before tax, a notable figure when compared to the average annual profit of £51.9m across all reviewed bookmakers on this site.

While these figures may not unveil the intricacies of William Hill’s operations, they do provide a glimpse into how the betting company functions compared to its competitors within the online gambling world. This insight significantly influences the rating for this section.

Furthermore, I delved into account dormant fees, specifically those charged on inactive betting accounts. William Hill imposes account dormant fees of £3 per month after 14 months of inactivity — a practice that goes against the score for this section, as some bookmakers do not enforce such fees. Notably, William Hill charges £3 or 5% of the account balance, whichever is higher.

Considering all of these potential risk factors, I have established a fair score for this section.

  How accurate are these profit figures?

I’ve made every effort to research the pre-tax profits of the featured gambling sites in my reviews, but I cannot guarantee absolute accuracy.

Due to the complex setups of gambling companies, which are often divided into different parts around the world, complications arise in determining their true profitability. Moreover, the landscape is constantly evolving with frequent mergers and investments occurring, adding yet another layer of complexity to unravel.

While I strive to offer a helpful insights, it is advisable for you to conduct further research if you have any concerns.

Out of 10

10. reputation


Lastly, I have judged William Hill’s reputation by focusing on customer satisfaction levels and brand image.

To accurately assess public perception, I have gathered opinions from various sources, including customer feedback platforms and reputable gambling communities. The culmination of this resulted in an average user rating of 8.55 out of 10, indicating that the bookmaker is widely regarded as reliable, with a relatively low number of complaints. In essence, players express a high level of satisfaction with the bookmaker’s services.

As an additional evaluation, I have verified that, at the time of writing, William Hill has one regulatory action recorded with the Gambling Commission. This indicates instances where potential breaches of their license have occurred. While such actions are not uncommon and may not necessarily be a cause for concern among customers, it is noteworthy that William Hill does not have a flawless record. The most recent action occurred within the last year, resulting in a slight downgrade of the rating for this section.

  Do any sites have an immaculate reputation?

It’s highly unlikely that any betting site will score maximum points in this section, for a good reason — none of them are perfect.

Even the most prominent and reputable sites in the online gambling business have weathered their fair share of bad publicity, and I won’t shy away from that.

Nevertheless, the landscape of the gambling sector is undergoing positive transformations. Faced with heightened regulatory scrutiny and societal expectations, companies are being forced to improve their standards. Many are rising to the occasion, creating a significant gap between the commendable platforms and those falling way short of the mark.

I hope that the industry continues to push for a more responsible, enjoyable experience for all customers and that, eventually, this section will produce higher ratings in my reviews.

Learn more: Problems In The Gambling Industry

Out of 10


Overall, the Punter2Pro bookmaker rating system awards William Hill a total score of 8.1, positioning it as an elite sportsbook. With a wide range of strong products and features, it surpasses almost every competitor in the market.

My Opinion

William Hill is a major player in the betting arena, leveraging its longstanding history and strong reputation within the industry.

In the modern era of sports betting, William Hill’s mobile betting experience stands out for its seamless navigation, offering users a convenient and efficient platform.

While the odds could see some improvement, it’s hard to overlook that William Hill is one of the most comprehensive and well-rounded betting sites available.

The recent merger with 888 only strengthens its position, promising a future of continued growth.

Out of 10



What features does William Hill provide for sports betting?

William Hill offers an array of sports betting features, including Cash Out, Partial Cash Out, and the #YourOdds Request A Bet feature for personalised combo bets.

How safe is the customer's money with William Hill?

William Hill holds a ‘Medium’ fund protection rating, taking measures to keep customer funds separate. The recent merger with 888 adds stability to the company’s financial standing.

The site is considered very low risk in terms of insolvency.

How many sports does the William Hill sportsbook cover?

The William Hill sportsbook covers a total of 40+ sports, offering a wide variety of markets.

What is the average user rating for William Hill?

The average user rating for William Hill is 8.55 out of 10, indicating a reliable service with a relatively low number of complaints.

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Toby @ Punter2Pro