August 24, 2022

William Hill Incentives Spark Expansion

Ethan Moore
Written byEthan MooreWriter
Researched byMatteo BianchiResearcher

William Hill’s innovative free bet offer is revolutionizing incentives in sports gambling. For upcoming competitions, the sportsbook’s customers may receive a free bet for simply following the bonus’ terms. The non-cashable free bet is a promotional offer for qualified account holders, which has no cash value. However, cash winnings from the free bet are real, which is why the promotion is attracting a lot of attention.

William Hill Incentives Spark Expansion

With more than 2 million customers from at least 85 countries, William Hill is showing no signs of slowing down in the online sports betting market. While the brand doesn’t need to offer lucrative bonuses, its ongoing promotions serve to maintain the existing client base and draw new gamblers.

Highlighted under the company’s Account Settings menu area of the website, free bets are only good for eligible sports wagers. The brand is ramping up incentives in the U.S., a burgeoning market since the country’s Supreme Court legalized sports betting in 2018. Let’s explore how William Hill’s explosive growth is impacting the billion-dollar sports betting market.

History of William Hill

William Hill enjoys a sizable chunk of the sports betting market. With revenues exceeding $1.3 billion per year in a market worth more than $9 billion, the company is a major player in online sports betting. Launched in 1934, William Hill has changed hands several times. In 1971, Sears Holding acquired the company. At the time, the betting establishment was responsible for at least 10 percent of Sears’ profits. However, Sears sold the business by 1988.

By 2018, online expansion fueled the company’s exponential growth as one of the top online bookmakers. In 2020, Caesars Entertainment took control of the then-public company for 2.9 billion euros only to take it private in 2021. In September 2021, Caesars sold the European portion of the business to 888 for $3 billion and the remaining business for $2.2 billion in 2022. A 2021 partnership with Relax Gaming expanded William Hill’s gaming portfolio by added 2000 casino games to the brand’s app and website.

Legal Issues and Bans

For nearly a decade, George Howarth, acted as Parliamentary advisor to the company receiving payment in the amount of £30,000. During that timeframe, Howarth tabled budgetary items for tougher taxation on betting exchanges. He later left is role as a member of Parliament in the aftermath of an expense scandal, in which certain members were accused of widespread misuse of allowances and expenses.

By 2008, the UK’s Advertising Standards Authority accused William Hill of running ‘socially irresponsible’ advertising. The next year, ASA banned additional advertising distributed by the company for containing misleading information, which breached ‘truthfulness.’

UK vs. International

In spite of some of the challenges the company faced during its history, William Hill is primed for explosive growth due to its innovative catalog of digital games, attractive incentives, and expansive client base. Offering odds on competitions, matches, and tournaments throughout around the globe, the sports book caters to sports betting enthusiasts.

The easy-to-navigate website displays popular competitions and top bets for gamblers who are deciding on which match to place a wager. Organizing all the matches according to sport, the website allows viewing of playing action for live betting in real time.

As one of the first to delve into sports gambling via mobile app, William Hill has evolved into one of the busiest mobile platforms on the market. After years of refinement, the app mirrors the brand’s internet offerings, which are globally popular.

Sports to bet on

Customers may only use free bets for eligible sports betting, and the sportsbook has plenty of sports to choose. With more than 30 sports on the menu, players experience a variety of wagering options. Ranging from cricket to pool, William Hill offers odds on traditional and niche sports.
Sports options may vary from country to country, according to local laws related to gambling. Here are a few popular sports William Hill customers may expect.


Exploding in popularity, esports is expected to reach more than $6 billion in market value by 2027. For gamblers, this ripe market offers thousands of competitive wagering opportunities per month from across the globe. The sportsbook attracts eSports enthusiasts by offering odds of popular international and regional matches.


As one of the most popular sports in the world, soccer draws fans to wager on favorite teams, players, and outcomes. Enhancing engagement with competition and competitors, football sports betting at William Hill has become a major part of the worldwide culture.


In competitions of grit and wit, boxing matches feature skilled competitors in fierce matches to see who will reign victorious. From banter weight to heavy weight, William Hill offers access to view matches in real time and wager on who may win. According to experts, more than 45 percent of sports betting occurs online. 

For boxing and other sports fans, easy access to wagering opportunities is both convenient and dangerous. Research suggests that the intersection of betting and technology may increase incidents of gambling addiction globally.

About the author
Ethan Moore
Ethan Moore

Ethan "BetMaster" Moore, born amidst the pulsating energy of London, combines a sharp analytical mind with the excitement of sports. As the chief writer for BettingRanker, he offers a unique blend of stats, strategies, and stories, making the world of sports betting both accessible and thrilling.

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