The story of William Hill in Australia starts as recently as 2013, when they acquired Sportingbet Group’s Australian arm, namely Sportingbet and Centrebet. Later that year they added Tom Waterhouse, and the three sites were adapted to run with identical markets and odds. Sportingbet was rebranded as William Hill in early 2015, in late 2016 William Hill decided to keep the CentreBet brand and website running, Tom Waterhouse was rolled into William Hill in early 2016 to create one massive bookmaker, this should see them at the very forefront of sports betting here in Australia.
William Hill, may not be a familiar name to Australian punters, but in the UK, where they started in 1934, its name is synonymous with high street betting.
Partnering with Orbis (latterly OpenBet) and Israeli software company Playtech in 2008, and in April 2015 William Hill secured the services of Ladbrokes’ corporate affairs director of ten years, William Hill have been the “sleeping giant” in Australian online betting.
When switching brands, existing customers of Sportingbet experienced little if any disruption to their service, with all account balances and details being transferred across to the new company. Added to that, the site has only changed in appearance, so existing customers had no problem navigating and using the “new” site.
The site doesn’t give the appearance of being foreign owned, all Australian sports are more than catered for, including an excellent range of promotions and offers on AFL.
William Hill AFL Betting
Like most sites, the default sport for the homepage is racing, but the biggest six markets are listed along the top of the screen, and as you’d expect Australian Rules is featured. Click on the AFL tab, to reveal forthcoming matches, along with the most popular markets and their respective odds. The AFL markets covered are:
- Margin 1-39
- Margin 40+
- Total Game Score
If you want to go more left field with your punt, click on all markets and the remaining options scroll along the top. The site doesn’t indicate how many markets are available for each game, but to the right hand side of each one there is a form icon. Click on that and a detailed list of statistics, tables and form guides opens in a new window. William Hill has also run a “Pick the Ladder” competition for AFL, giving you the chance – albeit a slim one – of winning $100 million.
Located on the right hand side of the screen on a floating column, there is a link to a blog, which provides previews on all forthcoming AFL games, as well as other betting tips from “The Wolf”.
William Hill were the second bookmaker in Australia, after the TAB, to take their entire site “mobile”. The site resizes depending on the device you view it on, so everything very similar to use and easy to find if you’re on a mobile, a tablet or a desktop computer. The William Hill site is very neat, not just to look at, but to navigate around and use.
It has the look of a modern, professional site and loads very quickly. The navigation is intuitive and speedy. The use of space is impressive, with your selected market taking centre stage in the middle of the screen, so even if you’re accessing the site on a mobile or tablet, it is still clear and readable. This is achieved by having the available sports and racing markets along the top of the screen (clicking on all sports releases those not displayed as default). The left hand floating column is just used for a small number of quick links for live betting, promotions and quick multis for example.
A change from its previous incarnations is that when you place a bet, the betting slip isn’t automatically displayed. This is another space saving tool. It works well. After making a bet, a number appears over the bet slip link on the right-hand side column, indicating how many bets you currently have. Clicking on the link opens up the slip where you can place single or multiple bets. A toggle function gives you the ability to select which lines you want to include in multi. Total stake and estimated returns are automatically displayed, clicking odds on the home page shows the “Quick Bet” bet slip option.
It manages to provide a lot of information and options, without making the screen too busy or needing several clicks in order to track anything down.
The William Hill app is a great mobile betting experience, especially for AFL.
Available free in all formats, it carries on the same themes as the website proper, and allows customers to place single and multiple bets, check betting history, account balance, as well as the ability to deposit and withdraw funds, is a very quick and smooth experience.
This is an incredibly neat, fast, and easy to use app, which has set the benchmark for other betting companies in Australia.