WhichBookmakerHead to head · United Kingdom · verified August 2026
bet365 vs William Hill
bet365 takes it by 0.7 points overall, but William Hill still wins specific cases.
Pillar scores
Side by side
| Criterion | bet365 | William Hill |
|---|---|---|
| Overall score | 9.0 | 8.3 |
| Typical margin | Around 4–5% on major football match odds — competitive but not the sharpest | Around 5% on major football; stronger on horse racing than football |
| Licences | UKGC (UK), iGaming Ontario (CA), MGA (Malta), multiple national licences | UKGC (UK), multiple European licences |
| Min. deposit | £5 / €10 equivalent | £10 |
| Sports | 30+ sports, with exceptional depth on football, tennis and horse racing | 25+ sports with particularly deep UK and Irish horse racing |
| Features | Live streaming, Cash Out, Bet Builder, Edit Bet, Early payout | Cash Out, Bet Builder, Live streaming for funded accounts, Shop integration |
| Founded | 2000 | 1934 |
| Best for | In-play betting, Market depth, Live streaming | Horse racing, UK punters, Brand security |
What the price difference actually costs
bet365 builds about 4.5% into its prices; William Hill about 5.0%. That gap of 0.5 percentage points is not an abstraction — it is money that leaves your account on every settled bet, win or lose.
Indicative cost of the gap
Stake £5,000 across a season and the difference between them is roughly £25 — in bet365's favour.
A simplified illustration on total turnover, not a prediction. It ignores which bets you win, because the margin is charged either way — that is precisely the point.
A welcome offer is paid once. This gap is paid every time you bet, which is why we weight price at 30% of the score and most comparison sites do not weight it at all.
Our verdict
Choose bet365 if you want in-play betting · market depth · live streaming. It comes out ahead on odds, trust, markets, platform, payouts in our scoring, and its licensing position in United Kingdom is UKGC (UK).
Choose William Hill if you want horse racing · uk punters · brand security.
Frequently asked questions
Which is better, bet365 or William Hill?
bet365 scores higher overall (9.0 vs 8.3). William Hill can still be the better choice for horse racing.
Is bet365 safe and licensed?
bet365 holds these licences: UKGC (UK), iGaming Ontario (CA), MGA (Malta), multiple national licences. Our trust score for it is 9.5/10 — the full review explains the reasoning.
Is William Hill safe and licensed?
William Hill holds these licences: UKGC (UK), multiple European licences. Our trust score for it is 9.3/10 — the full review explains the reasoning.