William Hill Race & Sports Books

What William Hill Race & Sports Books does

William Hill Race & Sports Books operates as a sports betting and online gambling platform within the broader William Hill brand ecosystem. Founded in 1934 and now a wholly-owned subsidiary of evoke PLC (London Stock Exchange-listed, registered in Gibraltar), William Hill serves consumers across the UK, Ireland, Gibraltar, Malta, Spain, and Italy through six core product verticals: Sportsbook (pre-match and in-play wagering on horse racing, football, boxing, esports, and other sports, with live streaming via William Hill TV and the user-generated #YourOdds custom market feature), Casino (200+ games across 20+ languages), Live Casino (real-time dealer games), Poker (Texas Hold'em, Omaha, and 7-Card Stud on the iPoker network with $20M+ monthly guaranteed prizes), Bingo (20+ rooms), and Vegas/Games (slots, jackpots, and instant-win titles).

The company generates revenue through transactional mechanics: margin on sports wagers, house edge on casino games, rake on poker hands, and commissions on bingo. Distribution is multi-channel, comprising a direct-to-consumer website and native iOS/Android mobile app, physical betting shops in the UK and Ireland, app store listings, and a global William Hill Affiliates program offering revenue share (30% for Sports/Casino/Vegas/Games/Live Casino, 15% for Bingo/Poker), CPA, and hybrid plans across 20+ languages. Pricing for end consumers is dynamic (betting odds), while affiliate partners are billed monthly on Net Gaming Revenue after bonuses, winnings, chargebacks, processing fees, and gambling taxes.

The technology platform was bifurcated in April 2021 when Caesars Entertainment acquired William Hill's US operations for $3.7 billion; the US technology stack now powers Caesars Sportsbook, which holds approximately 6.1% market share across 21 mobile states. The international William Hill operations remain under evoke PLC, with proprietary mobile and web platforms licensed across multiple regulated jurisdictions (UK Gambling Commission 39225, Malta Gaming Authority MGA/CRP/121/2006-05 valid to March 2028, Government of Gibraltar, Irish Revenue Commissioner license 1016824). Customer segments are horizontal and mass-market, with no enterprise concentration, and the product strategy emphasizes cross-vertical wallet share through shared accounts and unified promotional mechanics.

Name

William Hill Race & Sports Books

Legal name

WHG (International) Limited

Website

https://williamhill.com

Company type

Public

Founded year

1934

Operating status

Operating

Headcount range

11–50 employees

Short description

William Hill is a multi-product online gambling and sports betting platform serving consumers across the UK, Ireland, Gibraltar, Malta, Spain, and Italy through sportsbook, casino, live casino, poker, bingo, and games products under the evoke PLC-owned William Hill brand.

Ownership category

akta.pro rank

Product category

Online Sports Betting & Gambling

NAICS

Gambling Industries (7132)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

Keywords

• Online sports betting
• Online casino games
• Live in-play wagering
• Poker bingo platforms
• Affiliate gambling program

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Sports Betting: William Hill generates revenue from sports betting wagers placed on various sports including horse racing, football, boxing, esports, basketball, UFC, and more. Revenue comes from the margin built into odds on bets placed.
2. Online Casino Gaming: Revenue from online casino products including slots, table games, roulette, blackjack, and jackpot games. William Hill Casino offers over 200 games in more than 20 languages.
3. Poker Rake: William Hill Poker, part of the iPoker network, generates revenue from rake collected on poker hands played. Guaranteed prizes of over $20 million every month.
4. Online Bingo: Revenue from online bingo rooms including various games, chat features, and bonuses. William Hill Bingo has over 20 rooms to choose from.
5. Affiliate Revenue Share: William Hill operates an affiliate program (William Hill Affiliates) offering revenue share of 30% for Sports, Casino, Vegas, Games, Live Casino and 15% for Bingo, Poker. CPA (Cost per Acquisition) and Hybrid plans also available.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

William Hill Race & Sports Books operates an online and retail gambling platform offering sports betting, casino games, live dealer casino, poker, bingo, and slots/Vegas games under the William Hill brand. The platform provides instant prices on thousands of markets, live streaming, in-play betting, and custom market creation. The US Race & Sports Books entity, headquartered in Las Vegas, is part of the William Hill US business acquired by Caesars Entertainment in April 2021 for $3.7 billion, with the technology stack now powering Caesars Sportsbook.

Product overview

William Hill operates as a multi-product online gambling platform organized around six core product categories: Sportsbook (sports betting with in-play wagering and live streaming), Casino (digital casino games), Live Casino (real-time dealer games), Poker (iPoker network), Bingo, and Vegas/Games (slots and arcade). The portfolio also includes regional sub-brands tailored for the UK, Italy, and Spain markets, each with localized language support, payment methods, and regulatory licensing. Supporting infrastructure includes a mobile app, live streaming (William Hill TV), and a user-generated betting feature (#YourOdds). The company also operates an affiliate marketing program enabling third-party promoters to earn commissions driving traffic to its products.

Differentiator

Problem solved

Functional benefit

Brands

• WHG (International) Limited: Operating entity for Great Britain, Northern Ireland, Jersey and Gibraltar customers
• William Hill Global PLC
• William Hill Malta PLC

Products and services

• William Hill Sportsbook Award-winning sports betting platform offering extensive markets across horse racing, football, rugby, MMA, rowing, cycling and more, with in-play betting, live streaming via William Hill TV, podcasts, news, and Tip Advisor features.
• William Hill Casino Online casino offering over 200 games in more than 20 languages including Hold'em, Slots, Roulette, and Blackjack, with a hefty welcome bonus and ongoing promotions.
• William Hill Live Casino

Quantifiable outcome

• 6.1% market share across 21 mobile states
• +4 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• ApplecoreTechnology or IntegrationWilliam Hill mobile app is distributed through Apple App Store, available for iPhone and iPad users to download and access betting services.
• GooglecoreTechnology or IntegrationWilliam Hill mobile app is distributed through Google Play Store, available for Android device users to download and access betting services.
• Gambling Commission (UK)coreOthersWilliam Hill is licensed and regulated in Great Britain by the Gambling Commission under account number 39225.
• Malta Gaming AuthoritycoreOthersWilliam Hill Global PLC and William Hill Malta PLC hold MGA/CRP/121/2006-05 license issued by Malta Gaming Authority, valid until 19th March 2028.
• Government of GibraltarcoreOthersWHG (International) Limited is further licensed by the Government of Gibraltar and regulated by the Gibraltar Gambling Commissioner.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bet365: Bet365 is a privately held UK-headquartered online sportsbook and gaming operator offering sports betting, casino, poker, and bingo across multiple regulated markets. Directly comparable to William Hill as a multi-product online gambling platform with deep in-play and live streaming capabilities targeting European customers.
• Paddy Power (Flutter Entertainment): Paddy Power is Flutter Entertainment's flagship UK/Irish online sportsbook and gaming brand, offering sports betting, casino, poker, and bingo under UK and Maltese licenses. Directly comparable to William Hill as a long-established UK/Irish gambling operator competing for the same sports bettor and casino player segments.
• Ladbrokes (Entain): Ladbrokes is Entain's flagship UK sportsbook and gaming brand, combining retail betting shops with an online platform offering sports, casino, poker, and bingo. Directly comparable to William Hill as a heritage UK gambling operator with both retail and digital distribution and overlapping product set.
• Coral (Entain): Coral is a UK online and retail sportsbook operated by Entain, offering sports betting, casino, and gaming products to UK and European customers. Comparable to William Hill in core UK sports betting and casino product set and customer demographic.
• Betway (Super Group): Betway is a global online sportsbook and casino operator under Super Group, with strong presence in Europe, Africa, and the Americas. Comparable to William Hill as a multi-jurisdiction online gambling operator offering sportsbook and casino products with localized versions for regulated markets.
• Betfair (Flutter Entertainment): Betfair operates a leading betting exchange alongside a traditional sportsbook, casino, and poker product suite under Flutter Entertainment. Comparable to William Hill as a multi-product UK/European gambling operator; differs in its exchange model but overlaps directly in sportsbook, casino, and poker offerings.
• 888 Holdings (Evoke peer brand): 888 Holdings is an online gambling operator offering casino, sports betting, and poker across multiple regulated markets under brands including 888casino, 888sport, and William Hill (under license in select markets). Directly comparable to William Hill as a regulated-market online gambling operator with overlapping product portfolio.
• DraftKings: DraftKings is a leading US-focused online sportsbook and daily fantasy sports operator that has expanded into international markets including the UK. Comparable to William Hill where their offerings intersect in mobile sports betting, particularly in US states where Caesars Sportsbook (powered by William Hill technology) competes directly.
• FanDuel (Flutter Entertainment): FanDuel is the largest US online sportsbook operator, owned by Flutter Entertainment. Comparable to William Hill as a mobile-first sportsbook competing in the same US mobile states where Caesars Sportsbook (William Hill technology) operates, with overlapping product set in sports betting and iGaming.

Broad incumbents

• Caesars Sportsbook: Caesars Sportsbook is the US online sports betting product of Caesars Entertainment, powered by the William Hill US technology stack acquired in 2021. Comparable to William Hill Race & Sports Books as the direct consumer manifestation of the same underlying platform, with overlap in mobile sportsbook product and shared enterprise customer base.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/williamhillus
• Facebookfacebook.com/WHAffiliates

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about William Hill Race & Sports Books