William Hill is licensed by the UK Gambling Commission for customers in Great Britain and by the Gibraltar Gambling Commissioner for most other customers. William Hill was listed on the London Stock Exchange in 2002 (traded as WMH). Briefing through their financial reports it is obvious that they have a business model that works well and that they possess the necessary financial resources to more than cover the player’s funds. The above virtually eliminates any risk connected with having funds with William Hill.

Based on our personal experiences, the experiences of our vast network and the nature of the complaints we have seen in the past regarding William Hill, our opinion is that the customer’s money is very safe with the company.

William Hill has a pretty good offer for all the main sports, but being a British company any larger betting sport on the British Isles seems to be a priority for them. This is particularly obvious when it comes to their Horse Racing product. For British and Irish customers, William Hill has a legitimate claim to having the very best sports betting product in the world.

However as William Hill currently views the regulated markets of Spain and Italy as core markets, their sports betting product is also geared towards customers from continental Europe. Their Soccer product is very good and they also have an impressive selection of many niche sports.

The Live Betting product is impressive, but still inferior to the industry leaders.

William Hill’s theoretical profit margins - 4-6 % for the 1x2-market in the major soccer leagues and 5-6% for ATP and WTA tennis lead to far from impressive odds for the punters.

Their betting limits on the other hand are very good for the major sports and leagues. Furthermore, unlike most of the other UK-centric bookmakers, and slightly surprising based on their bonus and promotion policy, their starting betting limits are quite similar for different jurisdictions. As an example, many eastern Europeans will get somewhat comparable starting limits to British nationals. In our experience they are one of the fairer bookies in this regard. This means that punters from jurisdictions that are treated less than generously by most betting operators, can find a friendly home with William Hill.

Almost an absolute winner here, even banks are not as efficient as William Hill.

Fast withdrawals, a very soft verification process, and a fair 1x turnover requirement.

If your account is fully verified, most popular payment solutions are fast such as Skrill – 1 Day, Neteller – 1 day, PayPal – 1 day, bank transfer – 5 days and credit/debit cards -3-5 working days.

No fees on deposits or withdrawals.

As a rule of thumb, the bigger the company, the worse support you should expect. The same is the case with William Hill, but the scale of mistakes or delays is not big.

William Hill offers 24/7 multi-language support via e-mail, livechat, phone, fax and even a regular post.

Quickest response you can get by contacting them over the phone, but do not expect serious problems to be solved using that option.

William Hill have submitted a completely new layout, which is far better than the previous one. We were struck by an improved usability, and a faster user experience. We had a chance to make our standard tests, and William Hill performed very well.

The website has In-play section for live betting and a powerful mobile version.

A detailed FAQ, and a “search bets”-function makes betting faster and easier.

A powerful cash-in feature is a great add-on to secure a profit or minimize losses on a bet.

Overall layout is well designed and easy to use, and addictive podcasts, live streaming and radio enhances the overall user experience.

Supports around 11 different languages.

William Hill have all the standard bonuses bookmaker should have, welcome bonus, reload bonus, Free bet, and regular promotions for the registered players.

Like most bookmakers William Hill will limit winning customers. However, they do not treat all different kinds of winning customers the same. They resent customers placing arbitrage bets. If you are an “arber” you should not expect your account to last long.

If you are a winning “non-arbing” customer, your prospects with William Hill are better. However you should expect your account to be limited or completely broken rather fast if you are winning on sports they are not comfortable taking risk on.

The experience of their risk management staff and the size of their operations enable them to manage liabilities sensibly and in many cases limit rather than close winning customers.