William Hill

William Hill

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  • An impeccable reputation for reliability;
  • A long and eventful line;
  • A wide range of ways to deposit and withdraw money from your betting account;
  • Technical support service.
  • An offshore licence, which prevents the bookmaker from operating legally in many jurisdictions;
  • The bookmaker's odds cannot be called attractive (below the industry average);
  • Insufficient promotions, a weak bonus programme and a lack of significant customer incentives.

Brief overview

William Hill is the oldest bookmaker headquartered in London. The sports betting business started back in 1934. Since then, the bookmaker has never stopped its activities, gaining worldwide fame. Today, the company operates worldwide with 5,000 locations across the globe. However, the bookmaker is not allowed to operate in the United States (except for the state of Nevada).

Currently, the bookmaker officially operates only in the United Kingdom. In all other jurisdictions, the office operates semi-legally. The office is owned by a subsidiary company WHG (International) Ltd, with its registered office in Gibraltar. The CEO is Ralph Topping.

Licence Information

William Hill bookmaker has an official gambling licence №000-039225 R-319373-009 issued by the Gambling and Betting Commission of the United Kingdom. In addition, the bookmaker holds several other licences issued by:

Gibraltar Gambling Commission;

Spanish Gambling Regulator;

Customs of the Republic of Italy;

Gambling Commission of Tasmania, Australia;

The Nevada Gambling Regulator (USA).

WHG, a Gibraltar-registered bookmaker, is the owner of the bookmaker’s office and holds a Gibraltar Government gambling licence RGL N034 & 042. The other approvals are sub-licences issued by the international branch.

The bookmaker’s office is a member of the I.B.A.S. monitoring system – which monitors the operation of gambling establishments and bookmakers.

Minimum bet

The bookmaker William Hill has set the minimum bet for its customers equivalent to 5 American cents, 4 euro cents, 3 English pence. It is possible to make deposits and bets at the offshore office in American dollars, euros and British pounds sterling.

The bookmaker’s maximum bet is determined on a case-by-case basis, depending on the popularity of the event and the level of the client. Without any problems, the office allows betting on the amounts up to 4500 dollars.

There are no restrictions on the withdrawal of funds.

Rating – How a bookmaker has been rated

With such a high popularity and impeccable long-standing reputation, bookmaker’s office “William Hill” takes a low place in the rating. The bookmaker has been evaluated according to standard criteria, which characterize its activity on the market and the level of customer service. In the end the total score of William Hill is 4.25. Is it much or not much? Probably, for such a solid office such a low score indicates that not everything at this bookmaker goes smoothly and flawlessly.

Let us now look at each criterion in order:

  • the reliability of the office is rated 4.3 by the experts and experienced players. It could be higher, but the offshore license does not allow the office to operate legally in many jurisdictions;
  • convenience. All is not well with that either. A score of 4.2 indicates that the resource that provides interactive betting is done to the tune of three. With all the huge capital this bookmaker has, the owners of William Hill could have tried to make the main site and mobile applications a lot better than they are. The site’s functionality is weak, and the interface is done with stingy British restraint;
  • the odds operated by the office on the site certainly don’t excite most bettors. For many top events, especially from the world of football, hockey, basketball and tennis, the office puts in a spread clearly undervalued odds. Even taking into account the low margin percentage, the odds at William Hill are below average. The rating is 4.1. The only consolation for the players, a large selection of events, allowing you to successfully play in express and system;
  • withdrawal gets a score of 4.1. It could have been higher. The need to deposit in only three currencies affects the low score. Not everyone is comfortable to deposit in dollars, euros or pounds;
  • the office gets high points for its attitude to the client. Here William Hill’s position is unshakable and is rated with a high 4.8 points. Though the game resources leave much to be desired, the service is excellent.

A small disadvantage may be considered a weak bonus program, but large line, wide coverage and impeccable work of technical support makes up for the shortcomings.

In general, the work of the bookmaker’s office “William Hill” is rated at a good level. Its long experience in the market and its excellent and impeccable reputation make up for its British austerity. The users gladly cooperate with the office. Consequently, the user rating gets a score of 4.0.


Knowing that William Hill’s odds are below average, a word or two about margin. The percentage of margin in the body of the odds for events in pre-match and in play is drastically different. If in the pre-match spread, the margin range in odds is 7-9%, for Live odds the margin rises to 11-12%. This is despite the fact that the Live line at this bookmaker is one of the longest among bookmakers. It turns out that the office makes good money on Live betting.

The odds for the top football championships have a margin of 6-8%. In ordinary tournaments and championships, the odds are served at an inflated margin.

Hockey matches in the NHL come with quotes in which the margin varies in the range of 6-7%. For KHL, Euroleague, KHL and European league matches the margin rises to 9-10%.

For tennis, the margin at this office is 6-8%. However, in quotes for matches of the main pool in the Grand Slam tournaments, the margin rises to 10%.

For tennis, the margin at this office is 6-8%. However, for Grand Slam main pool matches, the margin rises to 10%.

Basketball matches at the NBA level come with odds where the margin is 7-8%.

For mixed martial arts and boxing matches, the bookmaker puts a margin of 8% in the odds. Ranking fights have higher margins than regular fights. For events from the world of eSports, odds at William Hill have margins of 6-8%.

You can use your own calculations to know what you are dealing with, how much margin is at stake in each odds. The margin for a two outcome event is calculated by the formula:

Margin = 1-1 (1/K1+1/K2).

The margin for a three outcome event shall be calculated by the following formula

Margin = 1-1/(1/K1 + 1/K2 + 1/K3). To get the required value, just insert the odds values for each outcome into the formula.


The William Hill bookmaker has an impressive range of ways to make deposits to your betting account. It is important to note the following! As a rule, it is recommended to use the same financial channels for depositing funds to the account and for withdrawal of earned money.

Bets in the office are accepted in three currencies, American dollars, euros and British pounds sterling. Accordingly, an account can only be funded in one of these currencies.

You can deposit money to your account using:

  • Visa and Master Card;
  • QIWI Visa Virtual;
  • Webmoney and QIWI Wallet.

If required, funds can be deposited through Skrill and Neteller financial instruments. 

For withdrawal of the earned sums it is recommended to use all listed instruments. The size of the deposit varies from case to case and varies in the range of 10-40$. The minimum amount to withdraw is equivalent to 10 US dollars. The bookmaker’s office does not charge a transaction fee.

Operating illegally in a number of jurisdictions, the office nevertheless pays out winnings to its clients in full. All tax obligations are decided by the clients themselves in accordance with the laws in force.

Main bonuses

In comparison, the bonus programme at William Hill is not as generous and rich in surprises as at other bookmakers. There is probably no urgent need to attract new customers. Hence the low-key promotions and not so generous bonus offers. According to experts, the bonuses at this bookmaker are very simple. No enrichment through fabulous welcome bonuses is promised. The welcome bonus only applies to customers who register on the site as a virtual casino customer. For bettors betting on sports, such a promotion is not available.

As for other promotions and bonuses, there is not much to choose from. The office is more focused on creating certain preferences for its clients, helping to make the gaming process more comfortable.

The most common promotion that is available to almost all clients is early betting. That is, the office gives the player the opportunity to cancel his previously made bet. The money in this case is returned to the player, minus the commission. The main condition for such a deal is that the bet is made on the outcome of football matches.

The next preference faced by the clients is the improved odds. The essence of the promotion is that the bookmaker puts events in the line every day, the quotes to which can change for the better. The wager for such a promotion is as follows:

– The player makes bets on three events offered by the bookmaker at once, thus making an express. The bettor accepts the bet with improved odds, which are different from those of the public line.

Sometimes, in the run-up to a round of top European football championships or tennis events, the betting company offers its customers the chance to participate in an “Improved Parlay” promotion. As part of this promotion, a client can apply for an improved odds on their betting odds at the office.

Mobile application

William Hill betting company has been working in the field of interactive betting since 1998. Initially, sports betting and gambling was only available on its official website. More recently, the bookmaker has acquired a set of mobile applications which allow betting autonomously, without being linked to the main web-page of the gaming resource.

There is no mobile version of the website. Instead, the functionality of the webpage is adapted to work on mobile platforms taking into account the size of the screen.

As for the mobile applications, there are several complete and full-fledged software available for Android-based devices and iOS gadgets.

The following should be noted! For each format of the game, the bookmaker offers specific software. The distributions for sports betting and for mobile casino are different from each other. In each case, the bookmaker offers to download and install special software on your device.

Android app for betting

For smartphone owners, the link to the distribution is available on the official website of the betting house, but to find the necessary file, you need to get to the help section. A detailed guide on how to download and install the necessary software on your mobile phone is enclosed.

The distributive weighs only 18 MB. Requirements for normal installation and subsequent full functionality of the software requires an operating system version 4.4 or higher.

For the software to be fully downloadable, the settings on the phone must be changed to allow downloading files from unknown sources.

If you wish, you can find the relevant application in the Google Play shop.

iOS betting app

The app for apple family devices needs to be searched for in the App Store. You will need 74 metres of memory for full access to the mobile-based gaming platform. Software version 10.0 and above will be required for the mobile app to function properly.

The installation is carried out as usual, changing the settings on your iPhone. The program launches on its own.

What is special about the functionality of mobile applications from William Hill? The apps have all the features that are available on the official website of the office. The player from the mobile platform gets access to his personal cabinet and can place all sorts of bets, both in Live and pre-match. Along with access to statistics, the client has the possibility to watch video broadcasts of sporting events through the app.

In short, William Hill’s mobile software can provide everything you need to play sports betting.

An overview of the basic functionality of the site

The basic functionality of the site is honed for different gambling themes. Depending on the player’s priorities, the bookmaker offers different sections on its website to choose from; sports betting, casino, poker and other games. In each case, the client is required to register separately, obtaining a special game account.

As for the main functions, the site has detailed information on sports statistics. The players have at their disposal an online calculator for calculating complicated bets, a section with the results of the events that took place.

Special attention should be paid to the level of television broadcasts, which the bookmaker’s website is equipped with. Only registered users can watch the broadcasts. At the discretion of the player in the settings there is an option to change the format of the odds. When the site is open, there is a live chat available all the time.


Despite the great authority and impeccable reputation, setting up an account with William Hill is very simple. Unlike legal betting shops that offer full registration, customer identification and verification, everything is much simpler at this offshore office.

To register, you just need to meet the age limit, which for this company is 18 years old. The whole procedure is done on the official website. 

The procedure itself starts after pressing the “registration” button. The user gets to the page with the registration form:

  • choose the manner of addressing according to gender;
  • fill in the relevant fields one by one, giving the name and surname;
  • birthdate;
  • email;
  • mobile phone number;
  • indicate the country of residence, address, city and postal code;
  • a login;
  • fill in your password to access your account;
  • choose a secret question and answer it correctly;
  • choose your game currency;
  • decide on the type and amount of the deposit limit.

If there is a promotion code, enter its value in the appropriate window. That’s all! It remains only to tick the box, confirming your agreement with the terms and conditions of service in the BK, confirming compliance with the age limit.

It only remains to select the method of receiving notifications and you can move on to creating a gaming account.

Important! All details you provide when registering must correspond to the real information. Bookmaker reserves the right to selectively verify client’s personal details. As a confirmation of the specified information, you will be required to provide the scanned copies of your passport, bank account or other document certifying the player’s identity.

If the data does not match the information in the registration fields, the account will be blocked.

As a rule, verification is carried out at the first attempt to withdraw funds from the game account.

Safety and security

Reliability and security are the main criteria in the work of the bookmaker’s office “William Hill”. Judging by the fact that the bookmaker has so many licenses and permits, its reliability should not be doubted. The bookmaker has been in the sports betting market for 86 years, experiencing ups and downs, financial success and bankruptcy. However, despite growing competition, William Hill remains in the top 5 of the most trusted and secure gambling resources in the world.

Currently, the office is trying to keep up with the times, constantly improving the technical level of service and working on customer security. The company’s main server, which ensures the functionality of the website, is based on the use of new data encryption protocols. Personal data leakage, unauthorized access to the player’s personal cabinet is ruled out.

Bookmaker is not a tax agent, so no information regarding winnings and to the fiscal authorities is not transferred. Payouts are made in full.

Support service

The technical support service at William Hill is excellent. Due to this functionality, the gaming process based on the official website and applications runs smoothly and smoothly, without excesses. Technical issues related to the calculation of bets and withdrawals are resolved quickly and efficiently. The qualification of the technical support staff corresponds to the level of the company that cares about its impeccable reputation.

Technical department of your betting company is open seven days a week, 24 hours a day. Technical support can be contacted in the following ways:

  • the live online chat feature on the website;
  • by calling the phone number (calls are charged);
  • a request to the e-mail address of the company.

All requests must be in English. Processing time of the request or appeal, 5-7 minutes, depending on the complexity of the issue. The problem is resolved in the shortest possible time, again depending on the content of the request.

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4.3 Overall Rating