Corporate By William Hill PLC

William Hill bets on the Italian online market

William Hill, the UK’s leading sports betting and gaming providers, have confirmed their plans to enter the Italian online market.

The firm’s new site, which will be launched later this month, is one of the first platforms to be awarded an AAMS online gaming licence from the Italian authorities.

The bookmaking and gaming giants will initially launch their casino site – closely followed by bingo, sportsbook and poker. The Italian launch will be supported by an imaginative marketing campaign – developed to maximise awareness 0f the William Hill brand in Italy.


Hills have spent over a year developing their Italian site, with the aim of competing with their domestic and international rivals for a large slice of the estimated €6 billion Italian online betting and gaming market.

Henry Birch, CEO of William Hill Online, speaking about the company’s Italian launch said, “We are really excited about our Italian venture. The combination of a high passion for sports and gaming makes Italy one of the most important markets in our international expansion plans."

“We’ve spent a lot of time developing the site and ensuring it conforms to the AAMS regulatory requirements. We’re delighted with the outcome of the site and we believe it will be a big hit with Italian players,”

About William Hill:

The William Hill Group was founded in 1934 and is UK’s largest bookmaker with more than 16,900 employees and around 2,300 betting shops in UK and Ireland. Since it was founded the company is synonymous for fair game and professional customer service. William Hill PLC is listed on the London Stock Exchange and generated net revenues of 1,07bn GBP in 2010. William Hill became one of the first companies to launch online sports betting and gaming services when they started their online operation in 1998. Today its platform is available in more than 21 languages servicing customers from over 175 countries.

The platform is licensed by the AAMS in Italy.