William Hill plc
- Founded
- 1934-01-01 in Birmingham, England (UK)
- Headquarters
- London, England
William Hill is a British betting and gaming brand founded in 1934 by William Hill. Originally a small bookmaking operation run from a motorbike in Birmingham, England, it grew into one of the world’s best-known gambling companies. For decades it operated as a publicly traded company (William Hill plc) on the London Stock Exchange, offering sports betting, casino games, poker, and bingo through retail shops, online platforms, and telephone betting. In 2021, Caesars Entertainment acquired William Hill plc for approximately £2.9 billion. The following year, 888 Holdings (now renamed evoke plc) purchased the international assets of William Hill (excluding the US operations) and merged them with its own brands, including 888casino, 888sport, 888poker, Mr Green, and Winner.ro. Today, William Hill operates as a core brand within evoke plc, the parent company. Its product offering spans sports betting (with live streaming, cash-out, and in-play markets), an online casino, online poker, bingo, and Vegas-style games, available via desktop and mobile apps. The brand retains its traditional UK retail presence as well as a strong online footprint in regulated markets. Headquartered in London (with a secondary hub in Leeds, England), William Hill continues to be a major player in global sports betting and iGaming.
Detailed Review
William Hill’s history dates to 1934 when its founder, William Hill, began taking bets on a motorbike in Birmingham. The company expanded steadily, opening retail betting shops and becoming one of the first major bookmakers to offer a deduction-free telephone betting service. It was listed on the London Stock Exchange and grew through acquisitions and organic expansion, including the launch of online sports betting and casino products in the early 2000s.
A pivotal moment came in 2021 when Caesars Entertainment acquired the entire share capital of William Hill plc for £2.9 billion. Shortly after, Caesars sold William Hill’s international (non-US) operations to 888 Holdings, which later rebranded as evoke plc in 2024. This transaction reunited two of the industry’s most recognised consumer brands under one group. Since then, William Hill has been managed as a flagship brand within evoke’s portfolio, alongside 888, Mr Green, and Winner.ro.
The company’s product suite is comprehensive. Its sportsbook covers thousands of markets across football, horse racing, tennis, esports, and more, enhanced by live streaming, in-play betting, and the proprietary “YourOdds” feature that lets customers create custom markets. The online casino offers slots, table games, and live dealer experiences, while the poker and bingo verticals cater to casual and serious players. William Hill also maintains a network of high-street betting shops across the UK, reinforcing its omnichannel strategy.
Technologically, William Hill relies on evoke’s unified platform, which uses real-time data analytics (e.g., Snowflake, New Relic) to personalise customer experiences and ensure service availability. The brand’s mobile app is a key driver of engagement, offering seamless betting, cash-out, and account management on iOS and Android.
William Hill is licensed and regulated in multiple jurisdictions, including the UK Gambling Commission, the Malta Gaming Authority, and various European regulators. Post-acquisition, it has also focused on safer gambling initiatives, such as deposit limits, self-exclusion tools, and responsible advertising.
As of 2025, William Hill remains a top-tier betting brand in the UK and Europe, though separate revenue or employee figures are no longer reported independently, as the brand is fully integrated into evoke’s financials.
Key Products
William Hill Sportsbook
Sports betting platform covering football, horse racing, tennis, esports, and many other sports; features live streaming, in-play betting, cash-out, and the #YourOdds custom-market builder.
William Hill Online Casino
Digital casino offering slots, table games (blackjack, roulette), live dealer games, and video poker.
William Hill Poker
Online poker room with cash games, tournaments, and sit-and-go events, part of the iPoker network.
William Hill Bingo
Online bingo rooms with 90-ball, 75-ball, and themed games, plus chat and community features.
William Hill Vegas
Collection of Vegas-style slots and jackpot games, integrated into the casino product.
William Hill App
Mobile application for iOS and Android providing full access to all betting and gaming products, with push notifications and live streaming.
Retail Betting Shops
High-street outlets across the UK where customers can place bets on sports, watch live events, and use self-service betting terminals.
Key Persons
- William Hill
Founder (William Hill brand)
Notable past members
- Ulrik Bengtsson — Chief Executive Officer