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					SUPERBRANDS ANNUAL 2011                             SuperbrandsDigital.com                                                                                          williamhill.com                                                                                                                        WILLIAM HILL

Founded in 1934 by the late William Hill, the eponymously named company has grown in
stature and presence to dominate the UK betting industry and become a historic British
brand. Today its operations cover three channels: online, telephone and high street shops.
It boasts a 25 per cent share of the retail betting market with 2,300 shops in its estate,
contributing to takings in excess of £15 billion during 2009.

The UK gambling market is one of the most                                                                                                                           Recent Developments                                     transformed. Improved web content such as                looking further abroad to opportunities outside
mature and stable industries in Britain,                                                                                                                            William Hill’s Sportsbook put emphasis on               dedicated betting news, blogs and online radio           Europe, where other countries are regulating
estimated to be worth around £2.5 billion in                                                                                                                        further improvements to its market-leading              allows William Hill to satisfy a new generation          online gambling, will remain on the agenda.
gross win. This figure is driven by revenue from                                                                                                                     in-play service in 2010. William Hill Online now        of internet user.
betting shops (retail), telephone betting and                                                                                                                       produces more pre-match and in-play markets                                                                      Brand Values
online businesses based in the UK.                                                                                                                                  on football matches than any of its market              Outside the UK, the company’s primary target             William Hill’s position within the UK is secure;
                                                                                                                                                                    rivals; around 170 markets are offered before           remains Europe. Continuing 2010’s initiatives            it is a trusted brand that has taken a natural
In the retail market five large high street                                                                                                                          kick-off and up to 100 are available in-play.           to build the brand profile and use established            place as ‘The Home of Betting’ with a heritage
players dominate: William Hill, Ladbrokes,                                                                                                                                                                                  and proven marketing channels to promote                 that spans more than 75 years.
Tote, Coral and Betfred which, combined,                                                                                                                            In-play offerings are not restricted to football,       products remains key. At the same time,
account for 80 per cent of all betting shops.                                                                                                                       however, with a wide range of sports betting                                                                     The William Hill brand remains committed
William Hill is the largest, owning 25 per cent                                                                                                                     opportunities available both pre-event and                                                                       to offering unrivalled customer service.
of all shops and reaching about 45 per cent of                                                                                                                      in-play for popular events such as cricket and                                                                   Its business culture is led by helping and
regular bettors.                                                                                                                                                    golf, as well as for the more diverse sports of                                                                  understanding its customers, and it responds
                                                                                                                                                                    hurling and pool.                                                                                                to their needs with a continually evolving
In online betting, category leaders include                                                                                                                                                                                                                                          suite of innovative products and services.
William Hill, Ladbrokes, Totesport, Coral,                                                                                                                          The boom in iPhone technology has seen                                                                           William Hill’s knowledge and expertise, along
Betfred, Boylesports and Betfair. According                                                                                                                         investment from William Hill into new                                                                            with its unparalleled range of betting and
to recent data, 31 per cent of regular online                                                                                                                       applications. December 2010 saw Shake-A-Bet                                                                      gaming opportunities, mean that customers
sports bettors hold an account with William Hill                                                                                                                    come to market on the iPhone platform. The                                                                       have more choice on what to wager on than
(Source: Kantar October 2010).                                                                                                                                      application allows William Hill mobile bettors a                                                                 ever before.
                                                                                                                                                                    new way to find selections, where a ‘shake’ of
Listed on the London Stock Exchange since             inside the shops offer customers roulette, slots        website, meanwhile, offers casino, poker,             an iPhone will find selections from the best-                                                                     Expansion and development will continue
2002, the company employs more than 16,600            and other random number generated events.               bingo and skill games. William Hill launched          backed teams or horses and present users with                                                                    worldwide with changing technologies building
people in the UK, Ireland, Gibraltar, Israel,                                                                 online in Austria in 2010 with further launches       a ready-made bet.                                                                                                the right products at the right time in the
Bulgaria and Manilla.                                 William Hill successfully extended its high             being planned during 2011. The company is                                                                                                                              right place – on the high street, online, on the
                                                      street product to reach consumers around the            now among the top three gambling companies            A joint project between Racing Post and                                                                          telephone and increasingly, on the move.
Product                                               world through internet betting and gaming. The          in Europe and approximately 40 per cent of its        William Hill, meanwhile, saw the introduction
William Hill is one of the best known names in        online channel has been the focus of significant         online revenues come from outside the UK.             of another unique product in the mobile betting
the market thanks to its in-depth knowledge of        investment since William Hill Online was                                                                      market. The iPhone app allows customers                                                                                  Things you didn’t know
fixed odds betting and its customer service.           established in 2008. Developments keep pace             Achievements                                          seamless betting on content from Racing Post,                                                                               about William Hill
                                                      with changing regulations and opportunities             In 2010 William Hill won a number of accolades        direct from William Hill.
In retail it is investing in its estate and           as more countries create a legal framework for          at the industry Betview Awards including
enhancing the range of products it offers as          online gambling.                                        Bookmaker of the Year, Chain of the Year and          Promotion                                                                                                         William Hill paid out £8 million when
well as ensuring high quality customer service.                                                               Manager of the Year. Its retail staff have also       Online has emerged as the most rapid route                                                                        Frankie Dettori rode seven consecutive
The company has around 2,300 betting shops            William Hill’s online Sportsbook now serves             been finalists in the Racing Post Betting Shop         to deliver products and services to millions                                                                      winners at Ascot in 1996.
across the UK and Ireland, most of which are          customers in more than 175 countries, in                Manager of the Year Awards each year since            of customers around the world, and the
open seven days a week. Gaming machines               six languages and 11 currencies. Its gaming             the accolade was created.                             willliamhill.com product offering has been                                                                        On an average Saturday, William Hill
                                                                                                                                                                                                                                                                                      offers betting opportunities on more
                                                                                                                                                                                                                                                                                      than 40,000 different markets.
 1934                   1966                       1971                    1988                         1998                             2000                        2001                         2002                    2005                         2008
 William Hill founds    The business buys          After William Hill’s    William Hill is merged       William Hill goes online with    William Hill becomes the    In October betting duty is   William Hill floats on   William Hill buys the        William Hill combines          In December 2010, the company took
 his business as a      into betting shops, and    death the company       with Mecca Bookmakers        the launch of the internet       first major bookmaker        abolished and replaced       the London Stock        Stanley Leisure retail       its online business with       bets from residents in 140 countries.
 postal and telephone   betting duty is imposed    becomes part of Sears   under the William Hill       betting service, Sportsbook.     to offer a deduction-       by gross profits tax.         Exchange at an offer    bookmaking operations        purchased assets from
 betting service.       for the first time.         Holding Group.          name. The following year     The following year William       free betting service to     Offshore telephone           price of 225 pence      in Great Britain, Northern   Playtech, creating William     In 2010 William Hill processed almost
                                                                           the company becomes          Hill is sold to Cinven and       UK-based clients via        betting and internet         per ordinary share.     Ireland, Republic of         Hill Online – the leading      one million bets on a single day – for the
                                                                           the world’s largest credit   CVC Partners for £825 million.   the internet. The online    Sportsbook operations                                Ireland, Jersey and the      online gaming and sports       Grand National.
                                                                           betting operation.                                            casino also launches.       are repatriated to the UK.                           Isle of Man.                 betting business in Europe.

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