The following is an in-depth review of the betting agency William Hill. This review covers the history, features, interface, sports & racing markets, upsides and downsides of the service. Please note that this review pertains specifically to the William Hill Australia website, not William Hill’s UK service.
This review is part of our comprehensive Bookmaker Reviews section. The Betting Agencies page provides information and reviews for other sports betting agencies that are suitable for Australians. The following details are updated periodically to keep them up to date.
History, Location and Licence
William Hill Australia is the re-branded bookmaker formerly called Sportingbet. The service is licensed in the Northern Territory.
The original Sportingbet website was launched in 2003 by the UK-based Sportingbet Group, which itself has been in operation since 1998. The Sportingbet Group acquired Centrebet in 2011. Sportingbet and Centrebet were then restructured to share the same markets and odds but offer different promotions.
In March 2013, William Hill – one of the largest bookmakers in Britain – acquired Sportingbet Group’s Australian business, which consisted of Centrebet and Sportingbet. This was followed by the acquisition of Tom Waterhouse in August 2013. The three websites were then modified operate with identical markets and odds.
William Hill re-branded Sportingbet as William Hill in February 2015. The parent company plans to merge William Hill with the Centrebet later in 2015 and Tom Waterhouse in early 2016.
The brand William Hill may be unfamiliar to Australians, but the publicly listed giant has been around since 1934 is well known in the UK for its 2,300 betting shops around the nation. The company employs over 17,000 people.1, 2, 3, 6, 7, 8.
In August 2016 William Hill became the official European and Australian Betting Partner of both Tottenham Hotspur and Chelsea. In September 2016 the website interface was overhauled to use a more modern, responsive design.
Services and Features
|New member offers||Sign up using this link, make an initial deposit of $502 or more and receive $502 in bonus bets.
Sign up using this link, deposit $30 and receive $100 in bonus bets.
These promotions are only available to QLD, NT, TAS and ACT residents. They are not available for first deposits made by POLi. Bonus bets must be used within 7 days.
|Deposit options||Credit card (Visa & MasterCard), Skrill (Moneybookers), Paypal, bank transfer, BPAY, POLi 4|
|Withdrawal options||Bank transfer, Skrill (Moneybookers), Paypal, BPAY|
|Minimum deposit||No minimum for bank transfer, $1 for POLi, $5 for credit card, $30 for Paypal, $30 for Skrill (Moneybookers)|
|Minimum bet||$1 online ($0.25 for exotics), $20 by phone for sport, $50 by phone for racing.|
|Maximum payout||The maximum payout for a telephone wager is $500,000. The maximum payouts for single and multiple online wagers are $50,000 and $100,000, respectively. In addition, all multiple wagers are subject to a maximum win of 20,000 times the wager. The maximum permitted odds on a free (bonus) bet is 101.00.|
|Deposit turnover requirements||1x|
|Bonus credit turnover requirements||1x at odds of 1.50 or greater|
|Bookmaker margin||5.1% (see below for more details)|
|Credit facilities||None that we’re aware of|
|Forbidden Jurisdictions||Italy, United States of America|
|Mobile version of the website?||Yes. You can place sports and race wagers, view the day’s race results and view your recent transaction history. Apps for iPhone, iPad and Android smartphones are available.|
|Identity checks||Australians can quickly verify their identity online. If you have two of the following documents the identity check is a piece of cake: tax file number, Medicare card, Australian passport. Alternatively, you can verify yourself through a 100-point check at your local Australia Post Office. Customers outside Australia will have to post a certified copy of proof of identity to William Hill Australia. Customers who make a deposit by credit card will have to verify ownership of their card prior to making a withdrawal.|
|Dormant account fees||None|
Betting Interface and Website Layout
William Hill revamped the website interface in September 2016. The new interface employs a responsive web design, meaning the display depends on the size of your screen. The following descriptions are for the display on a PC. Screenshots of how it looks on a tablet and smart phone are shown below.
When viewed on a PC, the website uses the ubiquitous three-column layout, with sports navigation on the left, markets and odds in the centre and the betting slip on the right.
When you use the scroll wheel on the mouse, the section of the website that scrolls depends on the location of your cursor. This enables you to scroll up and down the list of sports without scrolling away from the specific odds you were looking at. The same goes for the betting slip.
One of our biggest criticisms of the old interface was the navigation menu. William Hill have addressed this by dispensing with the old grid format for the list of sports. The interface now displays the sports vertically in the left column. If you click on the down arrow left to a sport a list of leagues is displayed. The new setup is more intuitive as well as faster to use.
The markets and odds are displayed in an intuitive manner. A list of leagues is displayed at the top of the centre column while the upcoming fixtures are listed below it. Popular markets such as head-to-head, line and over/under odds are display concisely. You can view a full list of markets for a fixture by clicking on the fixture name. A number is provided to indicate the total number of markets currently available for that fixture.
One new feature in the updated interface is Quick Bet. A pop-up is displayed when you click on the odds, which enables you to either add the selection to the betting slip or place a bet right there and then.
If the Quick Bet feature annoys you, you can turn this feature off.
The betting slip contains all of the features you would expect of a modern interface. Some additional features in the new interface are icons to indicate the sports and Cashout logos appearing where this option is available.
When three or more selections are added to the slip all multi combinations are displayed should you wish to opt for Doubles, Trebles, 4 Folds, etc. Exotic multiples such as Trixie, Patent, Yankee and Lucky 31 are also listed. The only missing feature in the betting slip is Flexi betting. You can’t specify the total cost of an exotic multi, you can only select the stake amount per leg.
Overall we really like the new interface. Our primary gripe with the old design was the navigation menu and the new design has rectified this issue completely. The result is a more intuitive betting process that is more beginner-friendly and, most importantly, faster to use.
In our most recent bookmaker margin survey, William Hill had an average bookmaker margin of 5.1%, which was slightly higher than the survey median of 4.9%. From a punter’s perspective, the lower the margin, the better. Note that William Hill, Centrebet and Tom Waterhouse share identical odds and markets.
William Hill offers both a great range of sports markets and a good depth of betting options. Its biggest strength is Australian sport, with the likes of NRL, AFL and Super Rugby heavily catered for. International punters will also appreciate the wide coverage of international sports. To illustrate the depth of coverage, at the time of review, betting on domestic Italian, German, French and Spanish basketball fixtures was available. The other major international sports like the major US leagues, cycling, golf, motor sport, surfing and tennis are well catered for. As is always the case with bookmakers, football (soccer) is well covered, with a vast range of world leagues on offer. In addition to sport, entertainment and politics betting are available. The betting selection easily surpasses the needs of most Australian punters, making William Hill suitable as a stand alone membership.
William Hill offers a strong racing line-up that covers horse, harness and greyhounds events across Australia, New Zealand, South Africa, the UK and Ireland.
Selected races from Hong Kong and France are also covered. Win/Place, Quinella, Exacta, Trifecta, First 4, Multi and “Super Exotic” markets are offered. Best Tote (Tatts, NSW, Vic), fixed odds and best fluc odds are available on most horse races, tote and fixed odds are available on harness events and the totes are available on greyhounds.
The race betting interface is excellent. The initial racing card is stock standard, however when you select a race a concise list of all upcoming races is listed to the left of the odds. This enables you to toggle the display of more than one race at a time. The markets for your selected races are stacked on top of each other as new races are selected. This enables fast and convenient navigation around the racing markets.
Odds fluctuations are displayed for each runner and the track conditions are displayed for each race. A new innovative feature of the racing service is a “Sullo says” box, which provides trader comments on most horse races.
Live Sports Betting
Due to Australia’s Interactive Gambling Act 3, live online betting is not available for Australians. Australian customers must phone in to bet live. If live online sports betting is what you’re after, be sure to check out our survey of betting agencies that offer live online betting.
- Low minimum deposit for most methods
- Strong betting interface
- Good range of deposit options, notably including Paypal and POLi 4.
- Very low turnover requirements
- Strong betting selection, particularly for Australian sports
- Frequent betting promotions on popular events
- Search function to find a specific fixture or race
- Owned and operated by a large, well-established company
- Live online betting is not available to Australian residents (due to Australian law)
- Basic help section (although a live help feature is available)
- Withdrawal amounts can only be in $1.00 increments.
- Have been known to suspend or limit the accounts of successful punters
- Sign up bonuses can’t be used with POLi deposits
As one of Australia’s largest locally licensed bookmakers, William Hill is an excellent betting service. The new interface is top of the line and the website offers a good range of deposit methods to go with a strong betting selection. Despite being foreign owned, the service remains very much catered to Australians. The Australian sporting codes are heavily catered for, most promotions cover Australian sports and only Australian dollar accounts are available. William Hill caters well to a range of punters. Beginners will enjoy the frequent betting promotions while enthusiasts will appreciate the betting selection and interface.
Notes and Sources
- 1 http://en.wikipedia.org/wiki/William Hill
- 2 http://www.sportingbetplc.com/about-us.aspx
- 3 William Hill approves Centrebet deal
- 4 POLi facilitates online bank transfers that are acknowledged by the bookmaker instantly. This enables you to log into your banking provider, transfer money to the bookmaker, and place bets immediately.
- 5 http://en.wikipedia.org/wiki/Interactive_Gambling_Act
- 6 http://www.williamhillplc.com/media/press-releases/2013pr/2013-03-19.aspx
- 7 http://en.wikipedia.org/wiki/William_Hill_%28bookmaker%29
- 8 http://www.smh.com.au/business/sportingbet-centrebet-and-tom-waterhouse-brands-to-disappear-from-australia-as-william-hill-moves-in-20150120-12trz5.html