Introduction
William Hill is one of the most iconic names in the UK gambling industry, with a legacy that spans over nine decades. Established in 1934, the company has grown from a modest postal betting service into a global leader in sports betting and gaming. Known for its innovation, resilience, and adaptation to changing technologies and regulations, William Hill remains a key player in the modern gambling landscape.
The Origins of William Hill
William Hill, the founder, started his betting business at a time when gambling was technically illegal in the UK. By offering postal and telephone betting services, Hill found a legal workaround and built a loyal customer base. His insistence on paying out winnings—even when not legally obligated—quickly established a reputation for trust and reliability.
Despite initially opposing the 1961 legalization of betting shops—calling them “a cancer on society”—Hill eventually embraced the change. He opened his first physical betting shops in 1966, further embedding the brand into British culture.
Expansion and Innovation
From the 1970s onwards, William Hill expanded rapidly. The company began acquiring other bookmakers and branching into international markets, including telephone betting services in countries like Germany and Italy. As the internet era dawned, William Hill launched its first online betting platform in 1998, signaling a major shift toward digital betting.
Today, William Hill offers a wide range of services:
-
Sports betting (football, horse racing, tennis, and more)
-
Online casino (slots, table games, live dealer options)
-
Poker and bingo platforms
-
Mobile betting apps for iOS and Android
-
In-play betting and live streaming across top sports
A Changing Ownership Structure
William Hill’s modern journey includes a number of ownership changes. In April 2021, the company was acquired by Caesars Entertainment, the American casino giant. Just over a year later, in July 2022, it was sold to 888 Holdings—a well-established name in online gambling—for £2.2 billion.
In 2024, 888 Holdings rebranded as Evoke plc, positioning itself as a forward-looking digital entertainment company. William Hill is now a subsidiary of Evoke, maintaining its iconic name while benefiting from the resources and global reach of its new parent company.
William Hill in the Digital Age
William Hill’s digital platforms are among the most user-friendly in the industry. The sportsbook is renowned for its extensive football coverage, in-depth market options, and competitive odds. Live streaming is offered on many major events, and their mobile app is highly rated for functionality and speed.
Promotions like free bet offers, accumulator boosts, and daily odds enhancements keep bettors engaged, while a strong commitment to responsible gambling ensures users have tools to manage their activity, including deposit limits, self-exclusion, and time-outs.
Betting Shops and High Street Presence
Despite the rise of online gambling, William Hill continues to operate hundreds of high street betting shops across the UK. These outlets offer a more traditional betting experience and serve as a community hub for many loyal punters. Even as digital growth accelerates, these shops remain a valuable part of William Hill’s identity.
Commitment to Responsible Gambling
William Hill has been a leader in promoting safer gambling practices. The company is a member of several industry bodies, including the Betting and Gaming Council (BGC), and supports national awareness campaigns about gambling addiction.
Its platforms include:
-
Self-assessment tools
-
Budgeting and limit-setting features
-
Links to external support services like GamCare and BeGambleAware
Global Recognition and Trust
Over the years, William Hill has garnered numerous awards for customer service, innovation, and responsible gambling. Its long-standing history and consistent evolution have made it a trusted name in both retail and digital betting.
With thousands of employees across multiple countries and a loyal global customer base, William Hill continues to lead in a highly competitive industry.
Conclusion
From a one-man postal operation in 1934 to one of the world’s most recognisable betting brands, William Hill exemplifies resilience and reinvention. Its adaptability—across decades of technological change and regulatory evolution—cements its status as a cornerstone of the global gambling industry.
Now under the umbrella of Evoke plc, the future looks bright for William Hill as it continues to innovate, expand, and deliver premium betting experiences for customers worldwide.