Few names in betting are as enduring as William Hill. Founded in 1934, the brand began life in the era of postal and telephone wagers, long before betting shops were even legal, and has since become a multi-market, multi-channel heavyweight spanning retail, online, and (until recently under its own name) U.S. sportsbooks. Here’s how that evolution unfolded.
1930s – 60s: Origins and the birth of the high-street shop
William Hill started by taking bets remotely, first by post, then by phone, because off-course cash betting was outlawed in Britain. That changed with the Betting and Gaming Act 1960, which allowed licensed betting offices to open from 1 May 1961. William Hill entered the shop era soon after, adding a retail arm to its already trusted brand.
1970s–90s: Ownership changes and scale
After the founder’s death, the business changed hands several times as the UK market consolidated. Key milestones include acquisition by Sears (1971), Grand Metropolitan (1988), Brent Walker (1989), then a Nomura-led buyout (1997) followed by sale to private-equity owners CVC and Cinven (1999). This period laid the groundwork for a modern, professionally managed bookmaker ready for flotation.
1998–2005: Online firsts, IPO and a retail land-grab
William Hill was among the first major UK bookies to launch an online sportsbook in 1998, signaling a strategic pivot towards digital long before many rivals. The company floated on the London Stock Exchange in 2002, then vaulted to #1 by shop count by buying Stanley Leisure’s 624 shops for £504–505m in 2005.
2007–2014: Offshore era and digital consolidation
As UK remote-gambling rules shifted, William Hill based much of its online/telephone operation in Gibraltar (from 2007 onward), and later reaffirmed that base even after tax changes. To strengthen tech and product, the firm partnered with Playtech in 2008, then bought out Playtech’s 29% of William Hill Online in 2013 for £424m, bringing digital fully in-house ahead of the UK’s “point of consumption” regime.
2012–2021: The American opportunity
A decade before PASPA fell, William Hill entered Nevada by buying Leroy’s, Lucky’s and Club Cal Neva sportsbook operations (around $53m combined), quickly becoming the state’s leading book. It later acquired CG Technology’s Strip books in 2020, deepening its Las Vegas slots footprint. In April 2021, Caesars Entertainment acquired William Hill PLC for £2.9bn and subsequently unified U.S. operations under the Caesars Sportsbook brand (retiring the William Hill name in most U.S. markets).
2018–2022: Diversifying online in Europe
To reduce UK exposure and accelerate digital growth, William Hill acquired Mr Green (MRG) in a SEK 2.82bn (£242m) deal announced in late 2018 and completed in January 2019, moving much of its international online operations to Malta. In July 2022, Caesars sold William Hill’s non-U.S. assets to 888 Holdings (now evoke plc), placing them alongside 888casino, 888sport, and Mr Green in a larger multi-brand group.
2019–2025: Regulation reshapes the high street, and the brand
Regulatory tightening has been the defining theme of the last few years. The UK’s cut of fixed-odds betting terminal (FOBT) stakes to £2 in 2019 triggered the closure of roughly 700 William Hill shops, followed by additional pandemic-era closures in 2020. In March 2023, the UK Gambling Commission levied a record £19.2m penalty against the Group entities for AML and social-responsibility failures.
Meanwhile, the government’s 2023 white paper signalled further reforms (levies, stake limits for online slots, enhanced checks). By 2025, William Hill’s UK/Ireland retail estate stabilised around – 1,400 shops under evoke’s stewardship, with hardware upgrades helping nudge retail performance.
What William Hill looks like today
Ownership: William Hill’s non-U.S. business sits inside evoke plc (the new name for 888 Holdings), following 2022’s acquisition and a 2024 rebrand that reflects a broader multi-brand strategy.
Channels: A genuinely omni-channel operator, large UK/Ireland retail footprint plus a full online suite (sportsbook, casino, poker, bingo). Retail remains a brand halo while mobile drives daily engagement.
U.S. presence: The William Hill badge has largely given way to Caesars Sportsbook in the States post-acquisition, though much of the know-how and tech stack (e.g., Liberty platform) underpins Caesars’ offering.
Compliance & safer gambling: Heavy investment and scrutiny continue amid UKGC enforcement and ongoing reforms, now table stakes (no pun intended) for long-term licence resilience and growth.
William Hill Innovation Examples
William Hill has long applied innovation to enhance the customer experience, and the William Hill Card Plus is a prime example of this forward-thinking approach. It is a prepaid debit card designed to give customers faster, easier access to their winnings.
Linked directly to a betting account, it allows players to withdraw online funds instantly at cash machines, spend in shops and restaurants, or use it anywhere Mastercard is accepted. Unlike waiting for standard bank withdrawals, Card Plus bridges the gap between digital play and real-world spending with mobile roulette games, making it especially convenient for those who prefer immediate access to their balance. Learn more about how William Hill Card Plus works here.
It also offers account management tools, balance checks, and the ability to top up in William Hill shops, reinforcing the brand’s focus on seamless integration between retail and online betting.
Why it mattered and what’s next
William Hill’s evolution mirrors the industry’s arc: from analogue bookmaking to digital, data-driven gaming, then to global consolidation under new owners. The brand adapted repeatedly, embracing online early, scaling in the U.S. at the right time, and re-balancing under today’s tougher regulatory regime.
Looking ahead, three forces will keep shaping William Hill:
Regulation (UK affordability checks, slot stake limits, and ongoing UKGC oversight),
Omni-channel execution (keeping retail relevant while growing mobile), and
Group strategy under evoke (focus on core markets, efficiency, and product). Expect steady product iteration, tighter compliance, and selective investment rather than break-neck expansion, an approach aligned with the post-2023 UK landscape.