William Hill (Entain)

William Hill is one of the world's oldest and most recognized sports betting and gaming brands, founded in 1934 and now a flagship brand of Entain plc following its £2.4 billion acquisition by Entain (then GVC Holdings) in 2018. With nearly a century of heritage, William Hill operates a hybrid portfolio spanning retail betting shops, online sports betting, online casino, and land-based casino venues across the UK and selected international markets.

William Hill is the UK's largest retail bookmaker by number of shops, operating approximately 1,400 licensed betting offices across England, Scotland, and Wales. Its digital platform, williamhill.com, offers sports betting, casino, live casino, poker, and virtuals, and is consistently ranked among the top three UK online betting brands by market share.

The brand is licensed and regulated by the UK Gambling Commission for its UK operations and holds additional licenses in jurisdictions including Gibraltar, Malta, Sweden, Spain, and select US states (through its former US joint venture, now fully owned by Entain). William Hill is widely recognized for its pioneering role in retail betting, its early adoption of online and mobile wagering, and its commitment to responsible gambling through the Entain Foundation and the GamCare Safer Gambling Standard.

Retail Betting Shops

William Hill operates approximately 1,400 licensed betting offices across the UK, making it the country's largest retail bookmaker by shop count. Shops offer over-the-counter sports betting, self-service betting terminals, and FOBTs (Fixed Odds Betting Terminals) with a maximum stake of £2 per spin in line with UKGC regulations. The retail estate has been modernized with digital signage, self-service kiosks, and cashless payment options.

Online Sports Betting (williamhill.com)

William Hill's digital platform offers comprehensive sports betting across 30+ sports, including football, horse racing, greyhounds, tennis, golf, cricket, and US sports. Features include in-play betting, cash-out, bet builder, live streaming of selected events, and a best-odds-guaranteed product on UK and Irish horse racing. The platform is available via web, iOS, and Android apps.

Online Casino & Live Casino

William Hill's online casino offers a broad catalogue of slots, table games (blackjack, roulette, baccarat, poker), and a dedicated live casino with real dealers streamed from Evolution and Playtech studios. The platform features exclusive William Hill-branded tables and progressive jackpot slots.

Poker & Virtuals

William Hill operates an online poker room powered by the iPoker network (Playtech), offering cash games, tournaments, and sit-and-gos. Virtual sports betting is also available, covering virtual horse racing, greyhounds, football, and motorsports with 24/7 simulated events.

Land-Based Casinos

William Hill operates a small number of land-based casino venues in the UK, including the William Hill Casino Club brand. These venues offer slots, electronic roulette, and table games under UKGC licensing.

US Operations (via Entain)

Following Entain's acquisition of the remaining interest in the BetMGM joint venture, William Hill's former US retail and digital sports betting operations (acquired by Caesars Entertainment in 2021 as part of the William Hill US acquisition) are now separate from the William Hill brand. Entain's US presence is focused on BetMGM, while the William Hill brand operates primarily in the UK and selected European markets.

1934 — Foundation

William Hill founded the business in 1934, initially operating postal and telephone betting services from London, as betting shops were not yet legal in the UK. The business quickly established a reputation for reliability and fair odds.

1961 — Retail Betting Legalization

Following the legalization of licensed betting offices in the UK under the Betting and Gaming Act 1961, William Hill began opening retail betting shops, rapidly expanding to become one of the UK's largest retail bookmakers.

1971 — Brent Walker Acquisition

William Hill was acquired by Brent Walker, a leisure and gaming conglomerate, which expanded the business further through the 1970s and 1980s.

1988 — Grand Metropolitan & Brent Walker Merger

William Hill merged with Grand Metropolitan's betting business and was later sold back to Brent Walker, consolidating its position as the UK's leading retail bookmaker.

1997 — Nomura Acquisition

Following Brent Walker's financial difficulties, William Hill was acquired by Nomura, the Japanese investment bank, before being sold again in 1999 to Cinven and CVC Capital Partners.

2002 — IPO on London Stock Exchange

William Hill was floated on the London Stock Exchange, raising capital to expand its retail and online operations.

2008 — Online Expansion

William Hill launched its first online sportsbook and casino platform, initially powered by third-party technology, later transitioning to in-house and Playtech-powered platforms.

2018 — Entain (GVC) Acquisition

GVC Holdings (now Entain plc) acquired William Hill in a £2.4 billion deal, combining William Hill's retail and online operations with GVC's portfolio of brands including bwin, partypoker, and Sportingbet.

2021 — US Sale to Caesars

William Hill's US operations (retail sportsbooks and digital sports betting) were acquired by Caesars Entertainment for £2.9 billion, separating the US business from the William Hill brand. Entain retained the William Hill brand for the UK and international markets.

2022-2024 — Digital Transformation

Under Entain ownership, William Hill has invested heavily in digital transformation, migrating its online platform to Entain's proprietary technology stack, expanding its live casino and in-play betting products, and enhancing responsible gambling tools through the Entain Foundation.

William Hill, as part of Entain plc, is committed to industry-leading responsible gambling practices, having embedded player-protection principles across its retail and digital operations.

GamCare Safer Gambling Standard

William Hill holds the GamCare Safer Gambling Standard accreditation, demonstrating its commitment to player protection. The standard recognizes operators that implement comprehensive safer gambling policies, staff training, and player support tools.

Player Protection Tools

• Deposit Limits: Players can set daily, weekly, and monthly deposit limits on the online platform.
• Time-Out & Cooling-Off: Temporary breaks from play are available through the account dashboard.
• Self-Exclusion: Players can voluntarily exclude themselves from all William Hill online and retail operations, integrated with the national GAMSTOP self-exclusion scheme.
• Reality Checks: In-game reminders display time spent and money wagered during online sessions.
• Account History: Full transaction and play history is available to all registered players.

Retail Safer Gambling

All William Hill retail staff complete mandatory safer gambling training, with dedicated Safer Gambling Ambassadors in every shop. Shops display responsible gambling messaging, self-exclusion information, and links to support services.

Entain Foundation

William Hill participates in the Entain Foundation, which funds research, education, and treatment for gambling-related harm, as well as initiatives in sport, technology, and community development. The foundation partners with GamCare, GambleAware, and the Young Gamers and Gamblers Education Trust (YGAM).