William Hill

Update: August 13 2018 - William Hill has merged with CrownBet to form the new betting site, BetEasy. The William Hill brand was discontinued on 13th August 2018 and all accounts and operations are now with the new BetEasy brand.

William Hill was licensed and actively operating in Australia. The powerful UK betting operator commenced operations on Australian shores after the takeover of former local favourite, bookmaker Sportingbet. The move resulted in increased competition within the industry, with the biggest benefactor being Australian punters.

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  • William Hill is now Beteasy
  • Visit BetEasy for details

William Hill review

The Australian operation was owned by the UK parent company, William Hill PLC, a publicly listed company on the London Stock Exchange. The company was originally incorporated way back in 1934. The brand brought to Australia a wealth of experience and expertise in online wagering, and the Australian arm took advantage of its parent company’s backing.

William Hill entered the Australian wagering industry via the purchase of the Sportingbet, Centrebet and Tom Waterhouse online bookmaking businesses. After an unsettled period, the William Hill brand powered ahead on local shores and new account registrations rose 15% since early 2015.

William Hill's early success in Australia can be attributed to 4 key factors: they had the backing of a strong brand, they offered a terrific sign up bonus for eligible new players, existing eligible players could benefit from regular bonus bets and promotions, and they continued to innovate and deliver further value for members, as evidenced by their now discontinued Rewards program.

The William Hill brand was ever-present in Australia. Their sponsorship of the Australian Open each year, not only created awareness, it allowed members to enjoy betting offers associated with the first Grand Slam of the calendar year. William Hill is now longer an Australian bookmaker. Instead, all accounts have been transferred across to the new Beteasy brand.

William Hill Rating
  • Live streaming - 100
  • Member promotions - 90
  • Betting products - 80


William Hill offers Australian members a first-class betting experience, all of which is backed by a leading international brand.