William Hill

William Hill today

William Hill is one of the oldest names in British betting, founded in 1934, but its ownership has changed significantly this decade. In 2022, William Hill’s non-US business — the UK sportsbook and casino that players here use — was bought by 888, while Caesars retained the separate US operation. The group that now owns the UK brand was renamed Evoke plc in late 2023. In practice that means the William Hill you bet with in Britain sits inside the same listed group as 888, Mr Green and 777.

The William Hill sites are operated by their own licensed companies under that group, so the name in the footer is a William Hill operating entity rather than the parent, and it is that licensee you should look up when checking who stands behind the brand.

Why the ownership matters to UK players

William Hill’s move into the 888 family has real consequences, because sister brands under one group tend to share systems and rules. Before you treat William Hill and its stablemates as separate, it helps to know what now connects them:

• Welcome offers are typically limited to one per customer across the connected brands, so a bonus claimed on a sister site may not be available again on William Hill, and vice versa.
• Identity checks and responsible-gambling tools follow the group’s shared approach, and self-exclusion is supported through GAMSTOP so that it is designed to apply across the family, not just one site.
• Regulatory history is worth reading with the ownership in mind: published Gambling Commission action against companies in the group forms part of the picture for every brand it runs.

Where William Hill sits among its sisters

Within the group, William Hill is the sports-and-casino all-rounder. Its defining strength is depth of sports betting with a full casino attached to the same account, so a single wallet and one set of identity checks cover both. That sets it apart from 888, whose draw is its exclusive in-house casino games, and from Mr Green, which leads on interface and player-protection features. If your play mixes sports and casino, William Hill is the brand in this family built for that; if you are purely a casino player, a sister site may suit you better.

Related: compare the full sister sites list

Licensing and fund protection

William Hill’s UK sites operate under UK Gambling Commission licences held by the relevant operating companies, and the specific licensee can be confirmed on the Commission’s public register. The group states a customer-fund protection level in its terms — the Commission’s tiers run from Basic to High — and names an ADR provider, commonly IBAS, for disputes that are not resolved with the operator directly.

The verdict

William Hill remains a heavyweight brand with genuine heritage and the strongest sports-plus-casino integration in its group. The key thing to hold in mind is that it is no longer a standalone company for UK players: it is one brand within the Evoke family, so its offers, verification and self-exclusion are best understood as part of a shared network rather than a separate operator.