What William Hill International does

William Hill International is the international digital hub of the William Hill betting and gaming brand, incorporated in Gibraltar and operationally headquartered in Sliema, Malta. It operates as a wholly-owned subsidiary of evoke plc (formerly 888 Holdings PLC), a publicly listed London Stock Exchange group, and serves as the digital operations center for the William Hill, Mr Green, 888casino, 888sport, 888poker, and Redbet brands across 13 international markets with 12 local licenses. The group employs over 12,000 people across 10 countries, with approximately 400 colleagues based at the Malta digital hub operating in 25 languages.

The company's core platform comprises online betting and gaming systems, mobile applications, and supporting customer operations infrastructure, alongside UK licensed betting offices and the separate William Hill US operations that span 12 US states including Nevada, New Jersey, Colorado, Illinois, and others. The Malta hub includes digital marketing, creative design, brand management, compliance, risk and intelligent automation, and product/technology functions. Mr Green's 'Green Gaming' tools and broader 'Nobody Harmed' player protection systems provide domain-specialized responsible gaming capabilities.

William Hill International operates a direct-to-consumer business model generating transaction-fee revenue from online sports betting, casino gaming, and poker stakes across regulated markets, complemented by physical retail betting in the UK and US sports betting operations. The customer base consists of individual gambling consumers across multiple geographies and verticals, with no enterprise B2B contracts disclosed. Pricing is transaction-based on betting stakes and wagers rather than subscription or licensing fees.

Name

William Hill International

Legal name

William Hill International

Website

https://williamhillinternational.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

William Hill International is the Malta-based international digital hub for the evoke group's online sports betting, casino, and gaming brands, serving individual consumers across 13 international markets with 12 local licenses as part of a publicly listed parent.

Ownership category

akta.pro rank

Product category

Online Gambling and Sports Betting

NAICS

Gambling Industries (7132), Casinos (except Casino Hotels) (71321), Other Gambling Industries (713290)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Retail Sportsbooks (On-Premise, Kiosks & In-Venue) (MPAEACAB)

Keywords

• Online sports betting
• Digital casino gaming
• Mobile betting platforms
• Licensed betting offices
• Online poker gaming

Headquarters

HQ city

Sliema

HQ country

Malta

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Online Betting and Gaming: Digital sports betting, casino, and poker operations through online platforms and mobile applications across regulated markets
2. Retail Betting Operations: Physical betting shops (licensed betting offices) in the UK providing in-person betting services
3. US Sports Betting: Retail and mobile sports betting operations across 12 US states including Nevada, New Jersey, Colorado and others

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

William Hill International operates a multi-brand online sports betting, casino, and gaming platform offering wagering services through websites, mobile applications, and UK licensed betting shops. The portfolio includes the William Hill, Mr Green, Redbet, and 888 brands, delivering sportsbook, online casino, and poker experiences to consumers across 13 international markets with 12 local licenses, alongside US retail and mobile sports betting operations in 12 states.

Product overview

William Hill International operates a multi-brand platform spanning sports betting and online gaming. The portfolio consists of three core products: William Hill (established sports betting and gaming brand founded in 1934), Mr Green (multi-award-winning online casino launched in 2008 with Green Gaming responsible gaming tools), and Redbet (sports betting platform since 2004). These brands are unified under the 888 William Hill group and offer betting and gaming experiences across online, mobile, and retail channels in over 13 markets with 12 local licenses.

Differentiator

Problem solved

Functional benefit

Brands

• Mr Green: Multi-award-winning online casino brand focused on providing the best online casino experience with pioneering Green Gaming tools for responsible gaming.
• William Hill
• William Hill Vegas
• 888casino
• 888sport
• 888poker
• Redbet
• William Hill US

Products and services

• William Hill A recognised and trusted brand in the global sports betting and gaming market, offering sports betting, gaming, and online/mobile betting services across multiple channels including betting shops and sportsbooks, founded in the UK in 1934.
• Mr Green A multi-award-winning online casino and sportsbook brand known as the 'Gentleman of Online Gaming', providing online casino experiences with pioneering Green Gaming responsible gaming tools; expanded to include a Sportsbook in 2016.
• Redbet A sports betting platform operating online since 2004 and acquired by MRG Group in 2018, providing an alternative sportsbook offering across many European markets.
• 888casino An online casino brand under the evoke group offering digital casino gaming experiences.
• 888sport A sports betting brand under the evoke group offering digital sportsbook wagering services.
• 888poker An online poker brand under the evoke group offering digital poker gaming experiences.
• William Hill US US sports betting operations offering retail and mobile sports betting in 12 US states: Colorado, Delaware, Illinois, Indiana, Iowa, Mississippi, Nevada, New Mexico, New Jersey, Rhode Island, Washington D.C. and West Virginia.
• UK Licensed Betting Offices Physical retail betting shops (licensed betting offices) in the UK providing in-person betting services to consumers.

Quantifiable outcome

• 25% of open roles filled with internal promotions
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Malta Pride / ARC - Allied Rainbow CommunitiesminorGTM or Marketing Partner · 1 January 2018Official partners of Malta Pride organized by ARC - Allied Rainbow Communities in support of the LGBT+ community since 2019. Hosted panel talks focusing on link between diversity and innovation.
• TCEC - Turtle Conservation Center and Education Center (Bali)minorOthersVolunteer program partnership with turtle conservation center in Bali, Indonesia. Employees volunteer for turtle rescue, monitoring health, feeding, maintenance and educating visitors.
• Right 2 Smile (Malta NGO)minorOthersMalta-based NGO partner for volunteer programs. Employee Lara volunteered at Bodhi Tree School in Gaya, India through this partnership.
• evoke groupcoreStrategic or Co-development PartnerParent company unifying 888, William Hill, and Mr Green brands under one corporate umbrella marking new sense of purpose, direction and ambition for the business.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Kindred Group: Online gambling operator behind Unibet, Maria Casino and 32Red brands across multiple European markets. Closely comparable as a digital-first, multi-brand operator with similar regulated-market focus and similar reliance on European licenses.
• Betsson AB: Swedish-origin online gaming group operating sportsbook and casino brands across Europe, Latin America and other regulated markets. Highly comparable multi-brand, multi-license online-only operator with similar European core and emerging-market expansion strategy.
• DraftKings: US-listed pure-play online sports betting and daily fantasy operator with growing iGaming presence. Direct competitor to William Hill US in regulated US states and similarly dependent on digital scale for unit economics.
• bet365: Private UK-founded online sports betting and gaming operator with global digital footprint across multiple regulated markets. Most directly comparable peer to William Hill International on product mix, multi-market digital presence, and proprietary technology stack.
• LeoVegas Group: Mobile-first online casino and sportsbook operator active across multiple European regulated markets. Comparable as a digital-only multi-brand operator with similar market-by-market regulatory approach.

Emerging players

• Casumo Group: Malta-based online casino and sportsbook operator active in a growing number of European regulated markets. Partial overlap as a digital-only iGaming operator with similar Malta operational base and focus on player experience/responsible gaming.

Others

• Light & Wonder: Global gaming technology and content supplier providing iGaming platforms, sports betting technology and content to operators including many of WHI's competitors. Comparability is as an enabler/supplier rather than direct competitor, but relevant as ecosystem participant.

Broad incumbents

• Caesars Entertainment (Caesars Sportsbook): US gaming and lodging giant operating Caesars Sportsbook via partnership with William Hill US. Overlapping in US sports betting and comparable in retail-anchored sportsbook distribution, though broader portfolio spans land-based casino and hotels.
• Flutter Entertainment: Global sports betting and gaming group owning FanDuel (US), Paddy Power, Betfair, PokerStars, Sky Betting and Sisal. Directly comparable multi-brand, multi-geo operator with leading US position via FanDuel, competing head-to-head with WHI US and internationally.
• Entain plc: Multi-brand online and retail gambling group (Ladbrokes, Coral, BetMGM, PartyPoker, bwin). Operates BetMGM joint venture in the US directly competing with William Hill US and shares WHI's omnichannel online/retail model in Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WilliamHillCareersMalta
• LinkedInlinkedin.com/company/mr-green-online-gaming

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about William Hill International