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What Happened to William Hill?

In 2021, Caesars Entertainment Inc. took over the operations of William Hill following the latter's agreement to an approximately $4 million deal. Under the terms of the deal, both companies can pull their resources together to offer a more extensive range of gambling products to US citizens. 

Details about the William Hill Takeover Deal 

In September 2020, William Hill's board of directors unanimously agreed to Caesars Entertainment's £2.9 billion ($3.074 billion) takeover bid. After turning down two rival bids from Apollo, a private equity firm based in the US, the company took Caesars' offer. William Hill's acquisition was finalized in April 2021, after which the company was removed from the London Stock Exchange.

At the takeover, Caesars disclosed its intention to the non-US businesses (UK operations, international online businesses, and Betting shops) owned by William Hill. Before the takeover, Caesars Entertainment and William Hill had a joint venture with 20% and 80% ownership, respectively. This joint venture allowed William Hill to offer its online sports betting services to Caesars' market in each state and retail sports betting services in Caesars' properties in the US.

Caesars Entertainment owns over 50 domestic properties in 16 states, with its resorts mainly operating under different brand names, including Caesars, Horseshoe, Harrah's, and Eldorado. The rationale behind the takeover bid was that the joint structure needed to be expanded to maximize the opportunity in the US sports betting and casino sector, delivering the most enjoyable customer experience. 

The takeover merges both companies' market access, expertise, and assets, providing a more comprehensive service. Customers will also enjoy a more harmonized experience through wallet and application consolidation. Gamblers will only need a single wallet to use the combined company's sports betting and gaming products. In addition, the combined company has access to William Hill's well-established technology software and road map through this takeover, such as the renowned Liberty Technology platform. 

The merged company will also gain access to Caesars' far-reaching relationships with various sports teams, events, and media companies, including the opportunity to stand as the exclusive casino sponsor of the NFL and a multi-year relationship with ESPN. William Hill also has a strong relationship with CBS Sports, which the merged company will benefit from. 

Caesars' takeover of William Hill grants the latter's customers full access to Caesars' highly esteemed loyalty program, which the former joint venture did not permit. In addition, this collaboration will allow customers to enjoy the benefits of the Caesars VIP program and Caesars Rewards, which can be redeemed at all Caesars' land-based and online assets. 

True to its word, Caesars Entertainment Inc. sold William Hill's European business to 888 Holdings in September 2021 for $3 billion.

A History of William Hill 

William Hill is a global online gambling company headquartered in London, England. It was established in 1934 by William Hill and currently employs over 8 000 people in the UK. The gambling firm also operates over a thousand retail betting shops. Besides offering online sports betting services, William Hill also offers online betting games, such as casino games, online bingo, online poker, and skill games.

Although it has grown to become one of the biggest names in gambling, William Hill is not without a humble beginning. The company started as a small illegal gambling company, which offered postal and telephone betting services behind closed doors. As a result, gamblers had to send their checks and place their bets long before the events they were wagering on held. Although betting only became legal in the UK in 1961, William Hill established itself as a reliable and trustworthy bookmaker, allowing it to remain in business until betting was legalized. 

Sears Holdings took over the gambling company in 1971 after William Hill, the founder of the eponymous company, retired in 1970 and died the following year. The company ran its operations successfully for 17 years until it was sold to Grand Metropolitan in 1988. After purchasing the business, Grand Metropolitan merged it with one of its subsidiaries, Mecca Bookmakers, while retaining the William Hill name.

A year later, Brent Walker purchased the company for £685 million. However, Brent Walker recovered £117m out of the amount it paid for William Hill after discovering that Grand Metropolitan falsified the company's profits at the point of sale. In 1997, Nomura, a preeminent Asian-based investment bank, bought William Hill for £700 million but sold it two years later for £825 million to private equity firms, Cinven and CVC Capital Partners. Despite changing hands many times, the company's name has never been changed.  

To offer its services to a wider range of people, William Hill spent £504 million on over 600 betting offices in England, Ireland, Jersey, and the Isle of Man. The purchase of these offices placed the company ahead of Ladbrokes, another British gambling company, in terms of the number of shops, but not income. However, concerns about anti-competitive practices made the Office of Fair trading force William Hill to sell 78 of the new shops. As a result, by the end of 2005, its share prices had dropped so much that it was removed from the FTSE 100 index. 

Before Cinven and CVC Capital Partners bought the company, William Hill launched its online sportsbook. The company also launched an online casino in 2000 and enjoyed tremendous success and patronage from gamblers. However, the company's success began to dwindle in the coming years, and William Hill had to make crucial partnerships to salvage the situation. The gambling firm struck a deal with Orbis (latterly OpenBet), a London-based sportsbook technology provider, to use the company's new software on its online platform. William Hill also partnered with Playtech, an Israeli software provider, to create a new company called William Hill Online. Under this deal, Playtech had a 29% stake in the new company. 

To significantly cut down its taxes, William Hill moved some of its operations to Gibraltar in 2009. In 2010, it launched a telephone betting service in the territory. The following years saw William Hill begin to explore the possibility of acquiring three land-based betting firms in the United States. The company also began the process of getting a US gambling license. William Hill successfully acquired the properties in 2012 and received a Nevada gaming license from the state's gaming commission. 

William Hill partnered with Relax Gaming in October 2021, giving the sportsbook access to Relax's 2,000 online casino game titles, which will be included in William Hill's website and app.

William Hill US Review (2022)

Having made a name for itself across the pond, William Hill set up shop in the US upon the demise of PASPA. Not only does the virtual sportsbook boast a vast array of exciting offers, features, odds, and markets, but it also makes everything incredibly easy to access.

To date, there are over 100 retail locations for bettors to visit if they want to wager with William Hill. Better than that, though, is the sheer scale of the operator’s mobile sports betting app and online casino platform. 

Now with sports betting and online casino gaming legal in many states, William Hill has started to branch out its services. For bettors in states that haven’t yet legalized online sports wagering, expect William Hill to be one of the first on the scene if it is permitted in the future.

States That William Hill Operates In

It would be unwise to dismiss William Hill as just another sportsbook. Unlike some competitors, the online sports betting site has honed in on its craft throughout the years, both in Europe and more recently in the US.

Now a fully-fledged betting operator in America, there’s a little bit more pressure on the platform to perform. Thankfully, the team at William Hill are a hard-working bunch and have put together fantastic pieces of software in the following states:

New Jersey

  • Launched in NJ: 2018
  • Available Products: Online Sportsbook & Online Casino
  • Land-based Partner: Monmouth Park Racetrack
  • Regulated by: NJDGE

Notes: New Jersey welcomed William Hill in 2018, as the operator made its first venture into the US sports betting market.


  • Launched in IA: 2019
  • Available Products: Online Sportsbook
  • Land-based Partner: Prairie Meadows Racetrack
  • Regulated by: IRGC

Notes: Despite requiring that all registrations took place at retail locations for 18 months, lawmakers in Iowa have since gone back on that decision, and bettors can now create accounts with William Hill from the comfort of their homes.


  • Launched in CO: 2020
  • Available Products: Online Sportsbook
  • Land-based Partner: Isle Casino
  • Regulated by: CLGCC

Notes: Sports betting is now available via mobile apps and in-person at retail venues in Colorado, which is unlike some other states where only in-person wagering is open to customers.


  • Launched in IL: 2020
  • Available Products: Online Sportsbook
  • Land-based Partner: Grand Victoria Casino
  • Regulated by: IGB

Notes: All new customers must sign up at William Hill by visiting the Grand Victoria Casino. This is due to strict laws set out by Illinois lawmakers.

West Virginia

  • Launched in WV: 2019
  • Available Products: Online Sportsbook
  • Land-based Partner: Mountain Casino
  • Regulated by: WVLC

Notes: Despite arriving as a retail venue in West Virginia in 2019, it wasn’t until 2020 that WV saw the grand opening of William Hill’s online sports betting app.


  • Launched in IN: 2019
  • Available Products: Online Sportsbook
  • Land-based Partner: Tropicana
  • Regulated by: IGC

Notes: While the usual minimum betting age for customers in the US sits at 21, bettors in Indiana can start wagering from the age of 18 at William Hill.


  • Launched in MI: 2021
  • Available Products: Online Sportsbook & Online Casino
  • Land-based Partner: Grand Traverse Band of Ottawa & Chippewa Indians
  • Regulated by: MGCB

Notes: As is often the case when it comes to William Hill, the operator was first to jump aboard the wagon when sports wagering opened up in Michigan.


  • Launched in VA: 2021
  • Available Products: Online Sportsbook & Online Casino
  • Land-based Partner: N/A
  • Regulated by: VL

Notes: Betting at William Hill in Virginia is solely available via mobile apps for the time being. 


  • Launched in TN: 2021
  • Available Products: Online Sportsbook & Online Casino
  • Land-based Partner: N/A
  • Regulated by: TEL

Notes: There’s no need to visit a retail sports betting location when betting at William Hill in Tennessee. This is because land-based partners simply aren’t required for online sportsbooks in the state.

William Hill US Online Sportsbook Review

With such a broad reach in the US, it was important for the team at William Hill to incorporate a vast array of the best sports action. Users on the platform will be pleased to hear that the sportsbook supports loads of top sporting events, with odds refreshed consistently.

Not just that, but William Hill is also packed full of enthralling betting markets. No matter which sports you find yourself interested in wagering on, the online betting site likely supports it in some capacity.

That said, William Hill’s venture into the world of American sports gambling is still in its youth. There’s plenty of learning ahead of the guys working on the platform, but, for now, they offer a fantastic range of terrific sports.

Below, we’ve listed some notable sports you can bet on today with William Hill.

  • Soccer
  • NFL
  • Baseball
  • Basketball
  • Hockey
  • Racing
  • Golf
  • Tennis
  • Darts
  • Cricket
  • MMA

Betting Markets at William Hill

As an experienced, well-funded sportsbook, William Hill understands the importance of having solid options when it comes to markets. Today, customers demand more and more selection from their favorite betting sites, and William Hill has served up a treat in that regard.

Upon sifting through the extensive list of betting markets at William Hill, we found niche offerings as well as some majorly popular choices. For a betting operator to survive these days, this is a necessity.

Here are some great betting markets available at William Hill right now:

  • In-play betting
  • Over/Unders
  • Parlays
  • Prop bets
  • Futures
  • Moneyline bets
  • Point Spreads

Promotions & Features at William Hill Sportsbook

Indulging in a rewarding welcome offer is arguably the best way to get started at a brand new sportsbook, and William Hill understands that. That’s why newly registered customers can join in on a neat sign-up bonus that’ll match their deposit up to a certain amount, meaning extra funds will be available when you want to make your first few wagers.

It’s not all about the welcome offer at William Hill, though. There are ample opportunities elsewhere on the platform, such as the following handy boosts:

  • Bet & Get: Wagering pre-game point spreads on select sports events will credit customers with a small free bet.
  • 5 Game Pick ‘Em: Bet at least $20 on a pregame point spread across five events. If they all come good, you could earn up to $250 in free bets.
  • Championship Run Free Bet: Place bets on Power Plays throughout the season to earn cool rewards in the form of free bets. For every Power Play goal scored, $5 in free bets will be credited.

It’s not just promotions that make William Hill one of the finest sportsbooks in town. The site is up-to-date with the latest features, making it a great choice for anyone that wants a modern, full-fledged betting experience.

We’re talking about the likes of live streaming of horse races and cash-out, which allows users to take home winnings before the event has concluded or protect against potential losses. Or in-play wagering, where bettors can bet on outcomes during the sports event as it unfolds.

At William Hill, there are no limits placed on what you can and can’t do in terms of choosing your preferred style of wagering.

Moreover, William Hill gives back to loyal customers with its renowned Loyalty Program. Known as the William Hill Sports Rewards Club, anyone that wants to join in can do so, as long as betting in person is possible. This is because the Rewards Program is solely open to bettors that can wager at retail William Hill venues.

William Hill US Online Casino Review

Similar to its online sportsbook, William Hill decided to shift part of its online casino’s focus to the US. Since planting its seeds in a couple of states, the betting site has enjoyed plenty of success and will undoubtedly look to stretch its tendrils over the coming decade.

At the time of writing, William Hill’s online casino service is legal in Michigan and New Jersey. Licensed by two reputable, highly professional regulatory bodies in the New Jersey Division of Gaming Enforcement and the Michigan Gaming Control Board, users can rest assured that the site is entirely legal and secure.

William Hill Online Casino Games

There are hundreds of games across a variety of genres for you to choose from at William Hill’s online casino. Packed with numerous slots developed by the likes of NetEnt and live table games created by Evolution Gaming, there’s no shortage of quality on display.

We recommend checking out Starburst, Gonzo’s Quest, or Jumanji if you’re new to the site.

In terms of Return To Player, also known as RTP, you’re looking at a figure between 96.5% and 98% for most slot titles. The industry average sits just a bit below those numbers, so you’ll definitely be getting more bang for your buck here.

Of course, William Hill has a plethora of games in various other genres too. It would be remiss of us to forget about the following popular games found on the platform:

  • Roulette
  • Baccarat
  • Blackjack
  • Video Poker
  • Live Dealer Games

Although you won’t run into any exclusive releases at William Hill’s online casino site, the sheer quality of games on the show more than makes up for it. In truth, the casino site appears to be quite basic at heart, but we absolutely expect that more games will be added to the sites’ library in the near future.

William Hill Online Casino Features & Promotions

The team at William Hill is constantly on the lookout for ways to make the platform better for everyone, including newly registered customers and those that have remained loyal for quite some time.

Right now, players new to the site can jump into a brilliant welcome bonus worth around $100. For just creating an account, it’s possible to be granted a tremendous sum of extra cash at the very beginning of your William Hill journey.

There’s also a Loyalty Program open to interested users. This rewards club gives back to the site’s most determined bettors by gifting loyalty points to anyone that’s eligible for the program. These loyalty points can then be exchanged for free bets, as well as other great prizes.

For each $1 that you wager, you’ll gain points. The minimum number of points needed to earn rewards is 100, so avid bettors shouldn’t have any trouble making their way through the tiers. The first tier is bronze, followed by silver, gold, and finally platinum.

William Hill Customer Support

Should you encounter a problem while playing at William Hill, there’ll always be a support agent on hand to help you with your query. Some methods of contact are available all day, every day, so no matter when your issue arises, you’ll be able to get the guidance you need.

These are the ways in which you can contact customer support at William Hill:

  • Live Chat
  • Support Ticket
  • Telephone Support
  • Text Message Support
  • Email

According to their website, the fastest way to get in touch is via text or using the live chat feature. We can’t recommend these contact methods enough, no matter where you are in the country.

There’s also an FAQ section available at William Hill, so be sure to read through previously resolved queries before getting in touch. Your issue may be well-known and easily fixed.


  • Information
  • Products Sports, Casino, Live Casino
  • License NJ, IO, CO, IL, WV, IN, MI, TN, VA
  • Founded 1934
  • Customer Service
  • Chat Yes
  • Email
  • Phone N/A
  • Opening Hours
    7 Days a Week, 24/7

Our Score

  • Sign up Offers
    9 / 10
  • Customer Service
    10 / 10
  • Payment Methods
    9 / 10
  • Licensing & Safety
    10 / 10
  • Design & Usability
    8 / 10

How to Join William Hill - Step by Step Guide

1 Open a William Hill account

Creating an account with William Hill is easy, time-efficient, and well worth the effort. If you follow each of the steps we’ve outlined below, you’ll be ready to start betting at one of America’s best sportsbooks in no time.

First, be sure to click the Sign Up icon located on the homepage. From here, William Hill should present a registration form within which you’ll need to enter your personal information. This may seem daunting initially but fear not, as it’s incredibly easy to fill out.

Just ensure that you correctly input the following pieces of personal information on the form:

  • Full name
  • Address
  • Date of birth
  • Email address
  • Social security number
  • Mobile number - if required

Moreover, it’ll be necessary to set up a security question and answer. In doing so, you’ll prevent hackers and criminals from accessing your William Hill account. Hence, we recommend selecting a question that only you know the answer to. Don’t forget that if you’re an IL bettor, you’ll need to sign up in person.

2 Verifying Your Account & Identity at William Hill

The sign of a good sportsbook is evidenced by the security measures in place present to protect customers from harm. One way to enhance the protection of your account is by verifying your identity.

Providing documentation proving you are who you claim to be is necessary for anyone looking to wager at William Hill. Not only does it stop criminals from faking your identity, but the site also encrypts the personal data you enter on the platform. Essentially, this results in turning the information into unreadable code, scrambling everything into oblivion.

To get started with verifying your account, ensure that the email address or mobile number you’ve entered is correct. This is crucial, as the site will send either a text message or email with a code or link that can be used to activate your account.

Just follow the link sent to your email address or enter the code received via text when prompted. Once completed, your account will be fully activated. 

Now it’s time to verify your identity. In order to deposit, withdraw, or wager at William Hill, users must have verified their identity beforehand. Thankfully, carrying out the verification process is easy. 

To begin, keep the following documents close at hand as you’ll likely need to upload photos of them at some point during ID verification.

  • Credit card
  • Utility bill (bank statement, phone bill)
  • Photo ID (drivers license, passport)

Be sure that the photos you take of these documents are clearly visible, with all four corners included in the picture. Otherwise, your documentation might not be accepted as valid.

3 Depositing & Withdrawing at William Hill

With the William Hill brand taking its business all over the country, boasting a widely used variety of payment methods is vital for the operators’ future.

Whether you’re making a deposit or withdrawal, the online casino and sportsbook make processing transactions easy as can be. With most of the popular payment methods in the US being supported, it’s likely that William Hill has something catered to your needs.

To put money into your William Hill account wallet, use any of the following methods of payment:

  • Credit cards
  • Debit cards
  • E-check
  • Online banking
  • Prepaid card
  • PayNearMe

For withdrawals, there are fewer options to choose from:

  • Prepaid card
  • Online banking
  • E-check

Frequently Asked Questions

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