Our purpose is to safely connect our customers with their friends and sports through a market-leading betting and gaming experience.

Founded in the UK in 1934, William Hill is a recognised and trusted brand in the global sports betting and gaming market.

We employ more than 12,000 people globally and are unified by our Group value to always ‘Go one better’. We continually innovate to bring our customers engaging ways to bet and game, whether in betting shops, sports books, online or on their mobile devices.  And we are committed to enabling them to gamble in a positive way, with a range of tools and systems that promote customers’ control.

We started out as a UK business and this is still our home market, accounting for 64% of our business last year. But the share of our international revenues will go up as we continue to deliver on our strategy of building a digitally-led, internationally diverse gambling company. We have been licensed to deliver online betting and gaming in Italy and Spain since 2011 and 2012 respectively, and we have been operating in the US since 2012. Our European footprint has also significantly increased following our acquisition Mr Green, a high-growth European gaming business, in 2019.

In 2020, William Hill reached agreement with Caesars Entertainment on the terms of a recommended cash acquisition. In April 2021, Caesars Entertainment completed its acquisition of William Hill. As part of the transaction, Caesars have stated that they will retain the William Hill US business but will look to sell the UK and International business.


Enhancing our technology platform

Converging our proprietary technology platform

We are accelerating the convergence of our proprietary technology platform to realise scale benefits across the business. To achieve our ambition to be a market leader on app performance and personalisation, we have launched regular new product improvements. Faster innovation, enabled by the greater effectiveness of our platform and our team, will ensure the key customer moments, navigating from log in through deposit, and customer service to withdrawal, are leading the market and guiding customers in a fast and intuitive way. In 2020, our online customers enjoyed faster app speeds and our platform is now one of the fastest in the UK, enabled by our migration to cloud computing with AWS (Amazon Web Services).

Smart Data PlatformOur Smart Data Platform is now live, facilitating the real-time personalisation of customer journeys which, in conjunction with the launch of a new home page, has delivered a responsive and personalised experience.

A complete redesign of our betslip, the most significant update to the sportsbook experience in five years, has facilitated greater cross-sell from sports to gaming, and enabled us to launch new promotions in the UK. Our overhauled gaming experience has been rolled out to all our gaming assets. As a result of these actions, our gaming experience is now one of the best in the market. 

The International team migrated the Spanish and Italian business onto our new sportsbook and gaming platforms, allowing increased flexibility and a better customer experience and launched Mr Green in Spain and Latvia.

In the US, during 2020, we expanded our digital presence into more states and deployed iCasino in New Jersey. In addition, the growing US technology team made outstanding progress taking our digital presence into five new states and migrating Iowa onto the new Liberty platform. We collaborated with CBS Sports and ESPN, leading to the William Hill brand having an exclusive or co-exclusive presence respectively on two of North America’s leading sports media platforms, enabling cost-efficient marketing and customer acquisition.

A culture of continuous improvement is now embedded in our process, and winning with our customers.