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William Hill Bookmaker Review

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William Hill is arguably one of the best-known bookmakers in the game. So much so, in fact, that the company’s tagline is that it is ‘the home of betting’. The original William Hill actually has something of a chequered past. Born in Birmingham and making his money as an illegal bookie when posted in Ireland with the Royal Irish Constabulary Reserve Force, he later set-up an illicit gambling den in London. His betting operation became more and more legitimate as the years passed until he eventually opened a high street shop in 1966.

The company has changed hands numerous times since he passed away in 1970 and over the past decade or so it has increased its online presence significantly. That includes having a very good mobile app and genuinely excellent market depth. They have done well to marry the notion of a traditional bookie with a modern, forward thinking company and they continue to promise some of the most competitive odds in the industry. If you like to bet online but prefer the idea of doing so with a bookmaker who is tried and trusted then William Hill will be the place for you.

Welcome Offer - Bet £10 Get £30 (3 x £10) Free

Welcome offer for new customers only. 18+. Terms & Conditions Apply.

Will Hill’s welcome offer is nice and easy to understand. You deposit and bet at least £10 and in exchange you’ll get three £10 free bet tokens. That is essentially a 300% matched bet, which is pretty generous all things considered.

The other nice thing about it is that your qualifying bet can be on anything with odds of 1/2 (1.5) or higher - meaning you can bet on something not far off being a favourite, thereby increasing your chance of winning with your first bet.

How To Claim

Use the code C30 when you’re opening your account and you’ll automatically take advantage of this offer, providing you place a qualifying bet of £10. As long as the odds on that bet are 1/2 (1.5) or higher then you’ll be fine. One thing to note is that if you place an each-way bet then it’s only the win part that will count towards the offer. That is to say, if you place a £5 EW it won’t count even though it amounts to £10 in total. Instead it will need to be £10 EW to get the three £10 free bet tokens.

What Deposit Methods Are Valid For The Free Bet?

If you’re depositing your money with a credit or debit card then you’ll be fine for this offer. The only problem will arise if you want to deposit your money using Skrill or the Skrill 1-Tap variation, PaySafe or Neteller. In that instance you won’t qualify for the offer, unfortunately.

How The Free Bet Works

There’s actually not much to it when it comes to using up your free bet. It is split into three £10 tokens and you need to use them in their entirety in a single bet, so you can’t do two £5 bets for example. You’ll need to use them within thirty days and on the sportsbook; they won’t work on the casino or poker section of the site or anything like that. As long as you’re not using them for Tote, lottery or pool bets, though, they’ll be grand.

Two other things of note when it comes to the free bet. Firstly, you won’t get the stake back with any winnings. That’s pretty common practice, to be honest, and totally understandable. The other things is that if you place a bet using a free bet token then that won’t count as a valid stake when it comes to qualification to watch live streaming. If a race says you need to bet at least £2 to watch it live, for example, then you’ll need to bet £12 including your free bet token in order to be able to do so. That caught my eye so I thought I’d mention it.

Regular William Hill Promotions

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William Hill have a number of excellent regular promotions, just what you’d expect from such an established bookie. Their Offer Club is one such example of this, with those who ‘join’ the club getting a £5 free bet every week for doing what they would probably have done anyway. If you bet £20 or more on football accumulators that have four or more legs then you’ll receive a £5 free bet on the Friday of that week.

The accas have to be pre-match bets on games that you will know the result of by the end of play on the Thursday of that week in order to qualify. There are other restrictions that you can find full details of on the William Hill website, but it’s just stuff like which leagues the matches must be in (most of the top leagues in Europe, basically) and which markets the bet can be on (all of the main ones like correct score and FGS are in there).

Another one of their regular offers is their Super Sub promotion. This one is brilliant, if you want my opinion. I can’t tell you the amount of times I’ve placed a FGS or Anytime Goalscorer bet only for my player to be substituted off without having done anything. If that happens to you in certain televised matches then William Hill will keep your dream alive by transferring the bet onto the player that replaced him at the same odds.

Let’s say you stuck £5 on Roberto Firmino to score first for Liverpool with odds of 5/1 and then Jürgen Klopp decides to stick Sturridge on in place of him after 60 with the score at 0-0. Your bet is transferred to Sturridge so if the England forward nets first you win £25. It’s that simple and it really does make life less stressful when you see players warm up on the sidelines or the lad you picked as part of your scorecast go down holding his hamstring…

Acca Insurance is the final regular promotion I think deserves a shout out. Much like with the Super Sub scenario, there have been countless occasions when I’ve had an accumulator ruined by one team. Invariably it’s one of the ‘bankers’ like Manchester City at home to Sunderland that does for me, too. If you place as accumulator (any sports) with four or more legs with William Hill and get let down in just one of them then you’ll get your stake bet as a free bet.  The offer is valid for stakes up to £50

Desktop Site

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I’ll be completely honest with you, there’s something about the William Hill website I don’t love. It’s somehow quite old-fashioned when you compare it to more modern and exciting sites of other bookies. That won’t necessarily be an issue for all of you, with some probably favouring the dependable, solid look that they’ve gone for. For me, though, it just looks a bit tired and overly complicated.

One thing that has to be said in its defence is that site has a lot of information to get over to you. Such is the depth of the markets that William Hill offers there are countless bets that you can place at any one time. Small wonder, then, that it looks a bit busy. You can get to the part of the site you want easily thanks to tabs at the top of the page, with the main sports you’ll be looking to bet on also having easily accessible links. Scroll down a bit and you’ll also get in-play info and all of the most popular bets of the day. It’s definitely not the worst bookmaker’s site out there but it does look a bit like a stuffy uncle compared to some of the newer ones.

Mobile App

Despite having most of the same information to get across, the mobile app somehow does it in a much nicer way than the main site. It is quick, responsive and smart looking. At the top of the app is a banner displaying deals that William Hill think you might be interested in, with a scroll through section beneath that allowing you to pick specific sports or things like roulette. There are then a number of tabs offering you information about the in-play games currently taking place, the top bets of the day and the races that are off next in the horse racing world.

Along the very bottom of the app is a bar that includes quick links to things such as your open bets, the best games they have to offer and a search function. This lets you search for teams, players or even sports. It’s helpful to be able to merely type in something like ‘tennis’, but there’s also an icon in the bar at the bottom of the app that allows you to view all sports in alphabetical order instead. Neat and convenient, much like the app itself.

Live Betting

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Whether using the mobile app or the main site it is easy enough to find your way to the live betting section of the William Hill website. On the desktop site in particular it is right on the home screen, with tabs separating out the sports that are taking place such as football, cricket and basketball. It tells you how long has gone in the match or game and gives you other basic info such as the score. You can get more in-depth information by clicking on it, where you’ll also see the market of bets available to you.

For me personally the live betting on the mobile app is better than the website. The site seems to have too many markets open at the same time, making it a bit overwhelming. The app pulls all of this back and keeps it all much cleaner and more simple. There’s also a nice graphic that lets you choose between a pitch view showing you the action at any given moment or a text like commentary, breaking down the facts of the match as they’ve happened.

Live Streaming

The William Hill streaming service is one of the best in the business. This is what happens when you’re one of the most well-known and financially strong bookies around. As well as live streaming things like tennis, football and horse racing, there’s also a text commentary and a radio service to talk you through the in-play markets. WHTV, as it’s known, can be watched even if you don’t have any money in your account. Some horse races do require a stake being placed to stream them live but it’s normally small, around £1 or so.

Markets and Odds

It’s unlikely to be a surprise that William Hill’s market depth is very impressive. As one of the biggest bookies around they do their best to ensure that they cover most things. That includes non-sporting events that some of the newer bookmakers steer clear of. Next Pope? Sports Personality of the Year Award? X-Factor winner? You can bet on all of them.

Their odds tend to be very good on the bigger markets and events and perfectly fine on other, less common things. They don’t offer many enhanced odds deals either, instead depending on their good reputation to being punters onto their site. Enhanced odds aren’t for everyone, of course, so this may not bother you all that much anyway.


Debit cards, credit cards, PayPal, Neteller, PaySafeCard and Skrill all have 0% fees involved in using them and minimum deposits of £10. The same is also true of doing a bank transfer, with any fees involved coming from your bank rather than William Hill.

Other Products

William Hill’s website is something of a one-stop shop for all of your betting needs. There’s a live casino, a normal casino, a games area with a Vegas theme and one with a Macau theme, an area where you can play bingo and another that offers scratchcards. There’s also a poker section and a place where you can bet on virtual sports. In short, there’s not much you can’t bet on here.

About William Hill

william hillHere’s a fun snippet of information for you: William Hill was the first UK-based bookmaker to launch a website for its customers, something it did way back in 1998. Leading the charge is something that the company has done ever since its founder, unsurprisingly named William Hill, founded it at a time when gambling was against the law in Britain. Since those days in the 1930s gambling is very much legal and William Hill covers about 25% of the market.

William Hill’s decision to open an official, sanctioned bookmaking shop in 1966 went against his own opinion that such establishments were ‘a cancer on society’. Nowadays they have over 2300 shops in the UK, though they’ve actually moved their main gaming operation to Gibraltar - mainly in order to avoid paying UK tax. That’s common practice for the big bookies and the most important thing is that they’re regulated by the UK Gambling Commission, so have to obey the laws and rules therein. William Hill employs over 16,000 people worldwide; no surprise when you bear in mind it’s one of the biggest online betting companies in the world.


The depth of markets offered by William Hill is undoubtedly one of their strongest aspects. They are very much a Jack-of-all-trades when it comes to what they offer, covering pretty much everything well rather than a number of things exceptionally, if you see what I mean. The one area that’s not quite true is when it comes to major football games, with virtually every market in a top game covered and then some.


That Jack-of-all-trades tag might not be a positive for some people. I like it, personally, but I can understand how some people may think it weakens the services that they offer. The lack of enhanced offers is also a bit of a disappointment. There are some, obviously, but not enough to mean that it will pull people into the site if they like that sort of thing. The website is also something of a let down if you like more modern, exciting looking sites.

License & Contact Details

William Hill’s license is based in the UK and the reference number is 39225. The registered company name is WHG (international) Limited and their customer services address is Greenside House, 50 Station Road, Wood Green, London, N22 7TP.

When it comes to contacting them their Twitter game is strong. They’ve got different accounts for all of the different fields, including in-play, racing and their bingo arm. There’s also an email address and phone number you can contact them on if you’re having problems. Their online chat is also a good place to start.

The registered company’s address is: WHG Limited, 6/1 Watersport Place, Gibraltar, GX11 1AA.