William Hill is one of the world’s oldest and most prominent betting companies. It has operated over 100 sportsbooks in Nevada and New Jersey for a few years now, launching the William Hill NJ Online Sportsbook in 2018. Hopes were high for such a vastly experienced bookmaker in the online market, but does William Hill deliver for New Jersey online bettors? We found it offered a slick sports betting app and some great markets, but there was also room for improvement. Read on for our full review of William Hill Sportsbook.

William Hill Online Sportsbook is operated by William Hill PLC, one of the UK’s oldest betting brands and a successful company listed on the London Stock Exchange. William Hill operates in several countries, and it was one of the first international bookmakers to really muscle in on the American gaming market, especially in Nevada, where it operates over 100 sportsbooks, and in New Jersey, where it has sportsbooks at Monmouth Park, Ocean Resort and Tropicana. In short, William Hill is a hugely successful sports betting company, one with decades of experience. Indeed, William Hill won the title of Sports Betting Operator of the Year 2019 at the recent International Gaming Awards.

William Hill Online Sportsbook has an official license to operate in the state of New Jersey. The license, awarded by the New Jersey Division of Gaming Enforcement, has been issued to William Hill alongside its physical sportsbook partners, Monmouth Park Racetrack and Ocean Resort Casino.

Security of your financial and personal details is given top priority at William Hill. The online sportsbook has been given a certificate from Thawte, a security specialist that focuses on authentication and encryption. In addition, William Hill offers patrons several extra layers of security on their accounts, including two-step authentication.

While William Hill US is not yet a household name, the brand has had rapid success in America and enjoys a good reputation among sports bettors. The reception for its New Jersey online sportsbook has been a positive one, with reviewers keen to highlight William Hill’s unique promotions, excellent betting app and unique betting markets as its strong suits.

A wide variety of payment methods are available to use at William Hill Online Sportsbook, including a pre-paid William Hill Card and the option to pick up winnings at the cages at Monmouth Park and Ocean Resort. However, we would like to see an eWallet like PayPal or Skrill added to the list of accepted methods. Processing times for withdrawals can take up to 72 hours, but withdrawing is found to be generally much quicker in practice.

William Hill has been the biggest player in mobile sports betting in Nevada for a few years now, so we were expecting something special with its NJ sports mobile betting app. The design and functionality of the William Hill mobile betting app is top drawer, although the coverage of betting markets mirrors the disappointment selection offered on the desktop sportsbook (see below).

You can download the William Hill Sportsbook app for both Android and Apple devices. For the former, go to the William Hill site using your smartphone browser, and scroll down the homepage, selecting “Download the William Hill New Jersey Sports app for Android”. When prompted, hit the download button and store the application file. The download should take less than a minute, and the William Hill Android betting app works with most modern Android devices.

For Apple handset users, go to the William Hill mobile site and select “Download the William Hill New Jersey Sports app for iOS”. This will take you to the Apple Store, where you can follow the instructions for download. iOS 8.0 or later is required to host the app on your Apple handheld device.

William Hill’s new bettor offer is its WH50 Promotion. When you sign up, enter promo code WH50 and you will be awarded $50 in cash once you have made $50 in wagers on the William Hill Online Sportsbook. You have 60 days to make the qualifying bets from the date of registration. While a $50 bonus is not the biggest online sportsbook welcome offer you will find in New Jersey – sites like FanDuel and BetAmerica have much bigger welcome betting offers – it’s nevertheless one of the fairest around. There are no restrictions like minimum odds or wagering requirements placed on the $50 bonus money. A generous and fair sports betting offer in our view.

William Hill Online Sportsbook has a nice selection of other sports betting promos, with some unique takes that you will find nowhere else online. For example, there is the $2 Dinger Bonus, where you will receive $2 in free bets ($10 for a Grand Slam) for each home run hit by your moneyline selection in MLB games. Also, if you place $100 of in-play MLB wagers each week, William Hill will add $10 to your bankroll the following week. There is also a fun Big Odds Boss promo, which invites New Jersey bettors to compete against each other to see who can win the biggest parlay bet, i.e. create a winning wager with the biggest odds. The winner gets a $1,000 sportsbook bonus from William Hill. There isn’t a dedicated section for daily odds boosts, but William Hill will take individual events and apply enhanced odds or money-back specials.

The layout of William Hill Online Sportsbook is somewhat compact and minimalistic. Is that a positive thing? It depends on the functionality of the sportsbook site, but we think that William Hill gets it right here by not overloading the pages with promotional content and flashy banners, although you do have to do to a bit of digging to find the promotions page. We should also make clear that, unlike the majority of NJ online sportsbooks, William Hill does not share space on its website with an online casino – it’s a dedicated online sportsbook. William Hill’s sportsbook is powered by software from OpenBet, one of the foremost betting solution providers in the world.

William Hill Online Sportsbook offers betting markets on 10 different sports, including basketball, baseball, football, soccer, ice hockey and golf. We expected to find a bit more sports coverage from one of the world’s most established bookmakers. William Hill does have an ‘Other Sports’ category, which features odds on rugby union, so we hope more sports and leagues are added to this section on other occasions, or at least in the future. Still, it offers satisfactory coverage of popular US sports, and all the major leagues are covered. For example, William Hill’s basketball sports betting coverage encompasses NBA, WNBA, College Basketball and EuroLeague. Like the rest of NJ online sportsbooks, there are no options for betting on horse racing or New Jersey-based college sports teams.

The depth of market coverage, i.e. the number of betting lines offered for each game, is well below the industry average. For example, we looked at the coverage of the African Cup of Nations Final between Senegal and Algeria, and William Hill had just four betting markets for the game. By comparison, PointsBet NJ Sportsbook had 94 different betting lines. The same lack of depth was found in MLS games. We should say, however, that William Hill was much better in MLB betting, with many games having 50+ betting markets. The sportsbook offers moneyline, totals, spreads, props and parlay betting. Indeed, while William Hill does not have the depth of markets of other sportsbooks, it still manages to squeeze in some unique betting lines, usually centered around player performances in a game.

We wanted to test the competitivity of odds on the William Hill sports betting platform, so we chose – at random – the 2019/20 NCCA Champion Futures market, and then compared William Hill’s odds with those offered by playMGM Sports and PointsBet. As is often the case with college basketball, there was some disagreement among odds-setters on the identity of the favorite, but we did find that William Hill was competitive in the market. For example, it offered a standout price on 2019 champion Virginia (Cavaliers) at 23.00 (+2200), almost double the price of the other two sportsbooks we tested.

William Hill NJ Online Sportsbook does offer in-play betting markets on the 10 sports listed on its site. However, the coverage is severely limited. At several points during testing, we checked William Hill’s in-play betting offering, and it returned zero in-play markets. At the same time, we checked other NJ sportsbooks, who had live markets offered on tennis (ATP and WTA), golf and Aussie rules. When William Hill’s in-play betting console does have betting markets, the experience is average. A reasonable amount of betting lines is offered, especially on MLB games, but we would like to see more focus on stats, commentary and graphics on live games.