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Find out about the William Hill betting review ratings

William Hill Betting Review

Read our expert William Hill Review and Ratings. We assess of all key aspects of online bookmakers that are essential for a modern, professional and sound online football betting bookmaker. That includes betting markets offered, odds, their website, in-play (live) betting opportunities, quality of customer service and promotions.

william hill

William Hill Introduction

William Hill are one of the most established names in the betting industry and perhaps the most trusted gambling brand around. The company was founded in 1934 and now operate in three ways; through their retail outlets, the telephone betting operation and of course the online offering. Hills have been listed on the London Stock Exchange since 2002 and have nearly 17,000 employees which are based in the UK, Ireland, Gibraltar, Israel and Bulgaria. Indeed, a decision was made in 2009 to move the sportsbook operation to Gibraltar for tax reasons.

William Hill Review & Ratings

William Hill Odds

Hills like to advertise the fact that they have the best football odds, although it's probably stretching the truth a bit. They are reasonably competitive with pricing but have the same problem as Ladbrokes by virtue of the fact that there is shareholder accountability. Indeed, while you will often see the William Hill traders offer best prices about teams in the match betting, it's usually the outsider which less punters want to back. Certain markets like Anytime Goalscorer and Draw No Bet tend to yield the best value.

SCORE: 7 (out of 10)
3.5 stars rating


It's a case of quality over quantity for Hills as far as sports covered are concerned. Although Playtech recently climbed into bed with William Hill and the company became more aggressive as a result, the market offering is still very UK-centric and that means an excellent horse racing service. The firm are one of the first to go live with the odds on daily racing and were one of the first to offer Best Odds Guaranteed on all UK and Irish meetings.

There is also an impressive selection of betting opportunities when it comes to soccer. You can expect over 100 pre-match bets for the biggest games, with 65 'Goal Markets' created such as Race to 3 Goals, Highest Scoring Half and Time of First Goal. This is the widest range of markets that we have encountered with any bookmaker and William Hill's In-Play betting also provides customers with plenty of choice.

SCORE: 9 (out of 10)
4.5 stars rating


The William Hill website has changed several times over the past few years and it finally appears as though they are close to getting it right. The site is certainly a lot quicker than previously, with Hills one of the few firms to list the sports in a horizontal menu rather than a vertical one (slightly worse for easy navigation). However, the bet slip is displayed nice and prominently whichever page you visit and there is a nice rotating graphic which advertises the big upcoming events.

There is a section devoted to In-Play betting, while customers can also enjoy a range of other services when they sign up with this bookmaker. Hills offer lots of live streaming, while there's also the popular William Hill radio which provides commentary of racing and soccer every day. The website loads fairly quickly and placing a bet is a very straightforward procedure. There are eleven different language options available at the time of writing.

SCORE: 9 (out of 10)
4.5 stars rating

William Hill Live Football Betting (In-Play)

William Hill's live football betting In-Play service is a modest offering. It's a little confusing as the markets aren't all visible when you click on a particular soccer match or tennis game - surely the customer will want to see every betting opportunity that is available. While plenty of information regarding the match is displayed (time of match and scoreline), this should stand out more against the other more spurious information such as number of bookings and corners. However, it's a reasonably dynamic service and the odds update fast.

SCORE: 8 (out of 10)
4 stars rating

William Hill Customer Service

Trying to find a contact telephone number or email address is not the most straightforward procedure. William Hill try to steer you in the direction of the FAQ's and, while they are generally helpful, many customers will not appreciate having to hunt around for information. Indeed, by clicking on the 'Contact Us' tab, you are taken through to an online form although there are live chat, email and telephone options that are available (the freephone UK number is 0800 085 6296). The staff have good knowledge and your query should be resolved within minutes.

3.5 stars rating

William Hill Free Bets & Promotions

New customers can qualify for 3 free £10 bets when they register using the promo code C30. Simply make a deposit, place your first bet of at least £10 and they will match the stake up 3 x £10 free bets once your first bet has been settled. There are also several other promotions on offer.

Bet £10 and get £30 in free bets

New William Hill online customers only. Min. unit stake of £10/€10 at odds of 1/2 or greater. Only the “win” part from EW bets will count. Free bet terms, payment method & country restrictions apply. Free bets credited as 3 x £10/€10. Free bet stakes are not returned as part of the settlement of successful free bets. All Free Bets must be wagered within 30 days. 18+ Terms & conditions apply.
This offer is valid only if you sign-up using promo code C30.

There are also regular competitions where free bets can be won, while the Best Odds Guaranteed on UK and Irish racing is very popular with customers. There are also some generous offers available when it comes to the William Hill casino and poker room.

New Customer Offers, T&C’s Apply, 18+. Please Gamble Responsibly. See details directly at William Hill.

SCORE: 8 (out of 10)
4 stars rating

Summary of the William Hill Ratings Review

William Hill don't really have a weakness, although there are certainly things that one of the world's biggest bookmakers can do better. At least their website is now proving to be a success after several false starts, while the range of soccer markets has to be seen to be believed! This translates to lots of choice when it comes to In-Play betting, although the live product can be tightened. For more information about William Hill and their Free Bet Offers and bonusses click here.

OVERALL SCORE: 48 (out of 60)
4 stars rating

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