Online generated 39% of Group net revenue in 2018 and employs around 1,800 people in Gibraltar, the UK, Malta, Bulgaria, Italy, Spain, Poland and the Philippines.

William Hill is one of the leading online gaming and betting providers to UK customers. For some time William Hill has been a top three online sports betting operator in Italy and Spain, and the acquisition of Mr Green in January 2019 expanded our presence across Europe. We take revenues in over 100 countries, with more than a million betting opportunities on offer every week for our customers.


Our goal is to build William Hill into the world's most trusted digital gambling brand, with products that excite and engage our customers in a safe and easy to use way. We always remember that it should be fun to gamble, and we are continually improving ways to protect against gambling-related harm. With this approach, we aim to grow in the UK and internationally and improve our operational efficiency and effectiveness.

Growing UK market share

Total online gambling revenues in the UK in 2018 were £5.3bn1, representing the largest regulated market for online gambling in the world, which continues to grow. The UK remains our principal market, and is likely to to be the majority of our Online business for some time to come. We are focused on growing at or above market growth rates in the UK by continually enhancing our product, listening and responding to our customers' feedback and using increasingly targeted marketing technology. 

Diversify internationally

While the UK remains comfortably the largest online gambling market in the world, the potential for growth internationally is huge: it is estimated that only 12% of total global gambling currently happens online. It is one of our strategic goals to diversify our Online revenues internationally, which will reduce our reliance on the UK where growth is slowing and regulation is tightening. The international digital gambling market presents attractive opportunities, with a broad range of markets with faster growth rates than the UK. As well as the UK and the US we are currently licensed in Italy, Spain, Gibraltar, Denmark, Sweden, Malta and Latvia and our proportion of international revenues has significantly increased following our acquisition of Mr Green in January 2019. 

Increase operational efficiency and effectiveness

Our ambition is to reach £1bn in revenue and to double profits from our Online business by 2023, and in order for this to happen our profits will need to grow at a faster rate than our revenues. We expect to achieve this primarily by adjusting our cost base and improving the efficiency of our marketing spend.


1 Market statistics on this page are from H2GC