One of the world's oldest bookmakers (1934), now part of 888 Holdings, with real regulatory history and a mixed trust record
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Pros
- One of the longest-established, most recognisable bookmakers in the world (since 1934)
- Genuine UKGC and Italian ADM licensing under the established 888 Holdings group
- Deep sports market coverage and in-play betting
- Full casino/Vegas product under the same account
- Regulator-compliant welcome offers across served markets
Cons
- Documented GBP 19.2 million UKGC fine (2018) for social responsibility and AML failings
- Real, recurring complaints of accounts restricted or closed after successful betting runs
- Some reports of slow document verification during withdrawals
- Limited recourse described by affected users in account-restriction disputes
Our verdict
William Hill is one of the oldest and most recognisable bookmakers in the world, founded in 1934 and now part of 888 Holdings following the 2022 acquisition of its non-US assets from Caesars Entertainment. It holds genuine UKGC (39225) and Italian ADM (16044) licences and offers a full sportsbook, in-play betting and casino product. However, its regulatory history includes a documented GBP 19.2 million UKGC fine in 2018 for social responsibility and anti-money-laundering failings, and Trustpilot sentiment is genuinely mixed, with a real, recurring pattern of complaints about accounts being restricted or closed for successful bettors. If you're in the UK, Ireland or Italy, William Hill is a long-established, genuinely licensed option — just be aware of its historical compliance record and the account-restriction complaints before relying on it for consistent long-term betting.
How we rated it
Sportsbook & casino (25%)7.8
One of the longest-established sportsbooks in the world (since 1934), with deep market coverage, in-play betting, and a full casino/Vegas product under the same account.
Mobile & UX (10%)7.3
Mature, well-built platform reflecting nine decades of operating history and significant technology investment.
Bonuses & value (15%)7
Clear, regulator-compliant welcome offers across UK, Ireland and Italy, including a UKGC-standard 'bet & get' free bets structure and an ADM-compliant Italian package.
Trust & licensing (20%)6
Genuine UKGC (39225) and Italian ADM (16044) licensing under the established 888 Holdings group, but with a documented history of UK regulatory fines, most notably a GBP 19.2 million UKGC penalty in 2018 for social responsibility and AML failings.
Customer support (10%)6
Generally responsive for routine queries, but account-restriction disputes are a recurring theme in negative reviews with limited recourse for affected users.
Payments & payouts (20%)5.5
Real, recurring complaints on Trustpilot about accounts being restricted or closed after a run of successful bets ('gubbing'), plus some reports of slow document verification during withdrawals.
Quick facts
| Founded | 1934, United Kingdom |
| Owner | 888 Holdings plc (formerly Evoke plc), since 2022 |
| Licensing | UKGC (39225) + Italian ADM (16044) |
| Regulatory history | GBP 19.2m UKGC fine (2018) for social responsibility/AML failings |
| Known issue | Recurring complaints of accounts restricted/closed after successful betting runs ('gubbing') |
| Sports & Casino | Full sportsbook, in-play betting, casino/Vegas product |
| Markets | UK, Ireland, Italy, Spain (documented, not a paid affiliate market); Norway/Pakistan excluded |
Where William Hill is licensed
William Hill appears on the official register in 8 countries. Highlighted countries have a full local review — pick yours for its welcome bonus and licence details.
Europe (6)
Asia (2)
About William Hill
William Hill is one of the world's oldest and best-known bookmakers, founded in 1934 in the United Kingdom. It is now owned by 888 Holdings plc (formerly Evoke plc), following 888's 2022 acquisition of William Hill's non-US assets from Caesars Entertainment. William Hill holds a genuine UK Gambling Commission licence (account 39225) and an Italian ADM licence (n. 16044), offering a full sportsbook with deep market coverage and in-play betting, alongside a casino and Vegas-style gaming product under the same account. The brand has a documented history of UK regulatory scrutiny, including a GBP 19.2 million fine from the UKGC in 2018 over social responsibility and anti-money-laundering failings. Trustpilot sentiment is genuinely mixed: many long-standing customers praise its market depth and reliability, while a real, recurring subset of reviews describes accounts being restricted or closed after a run of successful bets, a practice commonly referred to as 'gubbing' in the UK betting community.
William Hill FAQ
Is William Hill safe and legit?
Yes, formally — William Hill holds genuine UKGC (39225) and Italian ADM (16044) licences under the established 888 Holdings group. However, it has a documented regulatory history, including a GBP 19.2m UKGC fine in 2018, and real complaints about account restrictions for successful bettors.
Why do some William Hill accounts get restricted?
A real, recurring pattern of Trustpilot complaints describes accounts being restricted to lower stakes or closed after a run of successful bets — a practice commonly called 'gubbing' among UK bettors. This is a documented industry-wide practice, not unique to William Hill, but is worth being aware of.
Who owns William Hill?
William Hill has been owned by 888 Holdings plc (formerly Evoke plc) since 2022, when 888 acquired William Hill's non-US assets from Caesars Entertainment.
What is the William Hill welcome bonus?
In the UK, William Hill offers Bet 10 GBP and get 30 GBP in free bets. In Ireland, Bet 10 EUR and get 40 EUR in free bets. In Italy, an ADM-compliant package up to 210 EUR across sports and cash bonuses is available, subject to Italian regulatory requirements.
Has William Hill been fined by regulators?
Yes — the UK Gambling Commission fined William Hill GBP 19.2 million in 2018 over failings in social responsibility and anti-money-laundering controls, one of the largest gambling fines in UK history at the time.