William Hill casino: who runs it

Who operates William Hill casino online

William Hill is one of the oldest names in British gambling, but its website is not run by the same company as its betting shops. Online, the licence holder is WHG (International) Limited, based in Gibraltar. The Gambling Commission’s register entry for WHG (International) Limited (opens in a new tab) shows account 39225 with remote casino, bingo, betting and pool betting licences, all dating from November 2014.

When you open a William Hill casino account, WHG (International) Limited is the company responsible for your balance, your identity checks and any complaint. High-street betting shops are covered by separate non-remote licences. Our operator glossary entry explains why the company in the footer is the one that matters, and the UK casino brands list shows how other high-street names are structured.

William Hill history, 1934 to evoke

William Hill founded his bookmaking business in 1934. Over the following decades it became a fixture of the high street and later moved online. The key dates for the online casino are more recent.

Our history of UK online casinos explains why November 2014 is the start date for so many current licences.

William Hill sister brands in the evoke group

evoke plc, known as 888 Holdings until its rebrand, bought William Hill in July 2022. That deal put William Hill alongside the 888 brands and Mr Green. Today’s sister brands include:

• 888casino, the group’s flagship casino brand
• 888poker and 888sport, the poker and sportsbook arms
• Mr Green, a casino brand in the same group

Group siblings may or may not share a licence holder, so check each brand’s footer. Where they share one, account restrictions and safer gambling decisions can apply across brands. Our guide to casino sister sites explains the difference between group ownership and a shared licence.

The 2026 Bally’s Intralot deal: what it could change

In June 2026, evoke agreed to be taken over by Bally’s Intralot. Reports at the time expected completion in late 2026 or early 2027, subject to approvals. We haven’t confirmed completion as of 20 October 2026, so treat it as pending.

If it completes, William Hill would sit in the same group as the Gamesys brands, including Virgin Games, which joined Bally’s Intralot in October 2025. For players, the important point is that a change of owner doesn’t change your licence holder or your rights unless the register shows a new company. Watch for updated terms by email, and check the register if the footer changes. Our guide on rebranded casinos explains what can shift after a takeover.

Ownership changes are a common moment for terms to be updated. Consumer law expects fair notice of significant changes; our page on whether casinos can change bonus terms covers what’s allowed.

William Hill penalties on record

William Hill’s online business has two significant enforcement entries in the facts we hold. The Commission’s enforcement action list (opens in a new tab) has the published statements.

We haven’t summarised the findings in detail because we haven’t verified them line by line. The size of the 2023 settlement put it among the largest the Commission had agreed at the time; the Gambling Commission fines page explains how penalties are calculated and where the money goes.

How to check William Hill casino on the register

1. Look at the William Hill website footer for the licence holder and account number.
2. Open the Commission’s register of gambling businesses (opens in a new tab) and search 39225.
3. Confirm WHG (International) Limited’s remote casino licence is active.
4. Check the domain list for the William Hill address you use.
5. Read the regulatory actions tab, and recheck the owner details once the Bally’s Intralot deal completes.

What 2025–2026 rules mean for William Hill casino players

William Hill’s mix of sportsbook and casino makes several recent rules especially relevant:

Our marketing consent rules page explains how to adjust what a multi-product operator can send you.

Safer gambling tools at William Hill

WHG (International) Limited must offer deposit limits, time-outs, reality checks and self-exclusion, and take part in GAMSTOP. We haven’t reviewed how William Hill presents these, so check its safer gambling pages for the specific settings. Limit reductions take effect straight away under the rules.

If you bet on sport and play casino from one account, consider whether a single limit covers both. A GAMSTOP (opens in a new tab) registration blocks every GB-licensed site, including all evoke brands. The National Gambling Helpline is free and open 24/7 on 0808 8020 133. Our time-outs guide explains shorter breaks.

William Hill compared with other high-street casino brands

William Hill competes most directly with Coral and Ladbrokes, the two Entain high-street brands run by LC International Limited. All three are betting-led and have casino tabs.

Our Coral vs Ladbrokes comparison explains how the two Entain sister brands differ in offers and payouts.

High-street and casino-first alternatives to William Hill

Because we don’t partner with William Hill, we can’t show its current offer. The nearest like-for-like alternative is Coral, another high-street bookmaker with a casino: new players (18+) who deposit and bet £10 on slots receive 100 spins worth 10p each on selected games, to be accepted within 48 hours and used within 7 days, with no wagering on winnings. PayPal, Skrill, Neteller, Paysafe, prepaid cards and certain debit cards don’t qualify, and the offer runs until 1 February 2027.

If you’d rather use a casino-only brand, PlayOJO gives 80 spins on Big Bass Bonanza at 10p each for a first deposit of at least £10 (UK, not Northern Ireland), paid as cash with no wagering, and Casumo matches 50% of a first deposit of £20 or more up to £100, with 10x wagering within 7 days. 18+, terms apply. See our Coral free spins guide for the full claim steps.

18+. Gambling should be entertainment that costs money, not a way to make it. Set a deposit limit before you play: how to set deposit limits. Free, confidential help: National Gambling Helpline 0808 8020 133.