william hill

William Hill

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  • Bonus program
  • Customer service
  • Offers
  • Security
  • Odds
  • Live betting


All in all, William Hill has come through this test unscathed with a solid performance. The operator clearly put a lot of thought and effort into providing a great online platform and they have been successful in doing so.

The William Hill Portfolio

At a glance, the sports and bet selection offerings are rich and varied. There are around 30 sports markets to choose from, along with extra markets such as virtual sports, financial and politics. The bookie specialises particularly in horse racing, so UK punters keen on the nags will find all they are looking for in terms of horse racing markets and bets.

Sports Markets and Betting Types

Football is of course a hugely popular market in the UK and William Hill are no slouch in this area. There are over 120 leagues provided from around the world, while domestic coverage goes down to regional divisions and youth leagues. The navigation for the football section is made easy through a nice design, as the user can search via in-play, highlights, daily fixtures, all competitions, A-Z team listings and specials. The bookie is one of the best sites to bet on horses online with, with a market selection that rivals any other operator. There’s comprehensive all-round market coverage here and you’ll almost certainly find what you’re looking for, though the total number of markets is slightly less than some operators.

The number of betting options is also impressive, though the bookie is inconsistent in this area. For example, there are generally fewer betting options for tennis matches, whether major or minor fixtures. On the whole though, the betting options are extremely large. For a bet on football for example, it is well served, where even smaller more obscure fixtures often have loads of betting options. Premier League games have around 250 betting options, which is the strongest showing among all the operators reviewed. The bookie achieves this by offering all kinds of variations and customisations of betting types. Match result betting, for example, can be combined with the number of goals scored in the match. Along with the variations of bets, there’s all the usual you’d expect from a leading online bookie. Betting options in football for example are grouped by goals, specials, corners and scorers, goal time, cards, 5 minutes and other markets. The 5 minute markets are something you don’t find everywhere, especially in such abundance. There are also 5 minute markets for corners, goals, penalties and cards, which is a nice touch. Another interesting bet type offered by the bookie is the performance market, where a team is given points for aspects of their performance and a punter can bet on over/under the number of points received.

In-play Betting & Live Streaming

As I touched on above, there’s excellent in-play coverage of the major betting markets. In-play betting is a huge feature of all online bookies and we’ll give it due care and attention in a separate review on the live betting section. Ultimately, there are a good number of live-streams that can be streamed just through having a positive account balance and the in-play arena is particularly strong here.

Multiple Betting Options

System and multiple betting fans will find all their wishes granted here. William Hill sees itself as a bit of a horse racing specialist and the system betting options available for horses and greyhounds really backs up this claim. All possible variations of forecasts and tri-casts are available, such as straight forecast doubles, reversed forecasts, trebles and combination tri-casts. Accumulators go up to a maximum of 25 selections, which is especially high, while pretty much all other system betting options are available. Trixie, patent and heinz are all here, along with loads of others, including goliath and super heinz, for those that like their odds long. These options allow up to 8 individual selections to be combined in system betting, which is a decent amount.

But that’s not all. It’s possible to combine more than 8 selections in system bets, as William Hill will allow you to continue adding selections and betting as accumulators or system doubles, once 10 or more selections are chosen. This is fantastic coverage and will satisfy even the most serious system bettors. The multiple betting process is smooth and clear here and I like that potential returns from all bet types are displayed. The bet slip is clear and unobstructed by banners or ads, which makes keeping track of your bets easy. The bookie is a real winner in this area.

Bet & Win Limits

Another area where the bookie is a high flyer is with the thresholds for bets and winnings. Maximum winnings are determined by the sport which is being bet on. Football, horse racing and tennis have the highest maxes, at £2,000,000, £1,000,000 and £250,000 within a 24hour period respectively. These are among the highest levels of all our reviewed bookies. At just 3p for single bets and 1p for multiples, William Hill easily beats the competition and offers the lowest minimum stakes for both singles and multiples around. With such low minimums and high maximums, William Hill is especially accommodating for both high rollers and casual gamblers alike.

Other Important Stuff

With all the important information regarding the bookie’s platform and placing bets, it’s time to get into the other crucial issues. Licensing and regulation, good customer service and security might not appear all too important when you’re thinking of raking in the profits from the welcome bonuses available with all these operators, but it definitely pays to be aware of these qualities from the start.

The Background of the Business

Having been around since 1934, William Hill know all there is to know about the world of sports betting. They were also the first major UK operator to go online in 1998, so they should be among the forerunners of expertise in online sports betting. The company employs over 16,000 people across 9 countries, while last year there were over 3 million players registered with the online sportsbook. The bookie is pretty prominent in sponsorship, sponsoring a large number of horse races, along with being the official sportsbook of the England football team since 2012.