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William Hill Ontario Review 2022

Founded in the UK in 1934, William Hill is one of the most respected names in bookmaking. Online, William Hill as been serving the entire Canadian market from its Gibraltar jurisdiction for nearly 20 years. Thus, it has serious brand heritage in the market. We know that William Hill has applied to iGaming Ontario for a license to serve the province in a fully legal capacity for its various iGaming verticals including sports betting & casino.  We delve into the recent history of the company and examine what bettors can expect once William Hill Ontario launches in the legal market some time after April 4, 2022. 

 

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William Hill: sold, then sold again months later

As a bookmaking and iGaming company, William Hill was well-diversified, with thousands of UK retail bookmakers, a US-based business, plus a varied international iGaming business as run through WilliamHill.com.  With the boom in US online betting, William Hill became a target for US casino companies that lacked the technology and know-how with regard to getting their sportsbook business online.

Thus in September of 2020, Caesars Entertainment agreed to buy the entire company for $3.7 billon. Caesars however was only ever interested in the US assets of William Hill.  Just a year later, Caesars agreed to sell the non-US assets of William Hill to 888 for $3 billion.  The funny thing is this: each of William Hill, Caesars Sportsbook and 888 will all be licensed sports betting providers in Ontario. While this review is about William Hill, know that its parent company is now 888 Holdings, though they will operate as fully separate brands - an account with one, will not work with the other. 

 

William Hill Ontario Odds margins

When it comes to the main betting markets across most sports, William Hill has always looked to offer competitive odds margins - perhaps not the lowest margins, but certainly competitive. We like to look at popular NBA and NFL point spread or over/under betting markets to gauge this.  When the odds are identical on both potential outcomes, their odds tend to look like 1.91/1.91 or -110/-110.  This reflects an odds margin just below 5%, which is a solidly competitive margin, or sportsbook hold. The same margins come into play for NHL and MLB main betting markets.

As you might suspect for a bookie with UK pedigree, odds margins also remain competitive for sports with a more 'international' flavour. Cricket and rugby often see margins at the same rate as shown above for North American sports. 1X2 soccer margins can range from 5% to 7% more than 24 hours before the match, while margins can tighten, and become more competitive closer to kickoff. 

 

William Hill Ontario 'big four' sports coverage

William Hill offers an incredible number of betting markets on the sports that Canadians and Ontarians tend to love most.  For NFL, NBA, NHL and MLB games, find anywhere from 150 to over 200 markets per game.  They also tend to offer a wide array of futures, more than most providers.  A lot of sites only offer basic outright winner markets, but William Hill offers much more, including Conference and Division outright winners at various times of each respective season.

 

William Hill Ontario's International sports coverage

For soccer, as you can imagine, William Hill has extensive soccer coverage.  As current official partners of Tottenham Hotspur, they can have over 700 betting markets for any top level match.  Since soccer is so widely covered, with so many leagues available for betting, it is actually best to navigate to your league events of choice using the 'Search' tool at the top left of your display.  Given their UK heritage, cricket, rugby, boxing, Formula 1 and MMA coverage is extensive, with many markets and live betting.

 

William Hill Ontario mobile betting

William Hill offers mobile betting from apps and their mobile website. This allows users to have the choice to play using the method that suits them best. We applaud this.  The fact of the matter is that mobile apps of all kinds have been shown to have user data privacy concerns.  By allowing Ontario users to play via their mobile web site, William Hill allows those users with privacy concerns to have a more secure option. Compare this to several iGaming Ontario brands like PointsBet, FanDuel and theScore Bet among others that only offer mobile play through an app, not through mobile Ontario betting sites.  There is no reason to force app usage upon the consumer.  The fact of the matter remains that forcing app usage likely indicates an operator that wishes to capitalize on your valuable data.  Happily, William Hill does not - they offer the user a choice.

 

William Hill Ontario sportsbook from desktop / laptop

When you first view the William Hill site, you might think that it appears to look a bit basic. You won't notice league or team logos or a lot of imagery.  While you might find this to be underwhelming visually, it actually helps to ensure that the site loads very quickly as you navigate around the various pages, loading different leagues, or loading all the markets for a single event. This is not always a given, as many sites in the Ontario market are overloaded with imagery, which bogs down the load time. In our opinion, it is far more important to be able to move around the site very quickly.

 

Does William Hill Ontario have an early cash out feature

Yes, William Hill calls the feature: 'Cash in my bet' or 'Cash in'. This feature, when available allows you to secure a partial win before your event reaches its natural end. All of our recommended sites offer some manner of early bet cashing feature, though all features are a bit different.  Some are more robust than others.  William Hill's version is fairly good, available on most sports, but does not include a partial cash out or auto cash out settings, like bet365 for example, which has the most robust feature of this kind.

 

William Hill Ontario payment methods

Prior to the Ontario market open, William Hill accepted Visa, Mastercard, MuchBetter, EcoPayz, Instadebit and paysafecard. Given their recent acquisition (by 888), William Hill will likely add several other popular methods once live in the province.

 

Does William Hill Ontario cover esports?

Yes, they will. Esports betting will be allowed in Ontario's iGaming regime, so William Hill's coverage will allow to flow through to their Ontario platforms.  How does their esports coverage stack up against the top Ontario esports betting sites? Not bad, but not the best.  They do tend to cover a lot of events in the esports calendar under the main games like LoL CS:GO, Dota 2, Valorant and SC2, but not much beyond these.  When it comes to the available betting markets for the events they do cover, the menu of available betting markets could disappoint some fans as there are often only match winner markets available.  Odds margins here tend to be in the 7% to 8% range. Again, not bad, not great.  A lot of esports odds margins hover in the 10% region, so William Hill is significantly better value than that.  If you only dabble in esports, William Hill Ontario will likely provide enough for you, but if you a into esports in a big way, check out that link just above.