
Editorial
Very safe, moderate value — Tier-1 licensed.
House Grade
Medium
~30%
On request
Monthly
Yes
No
Medium
~30%
On request
Monthly
S2S Yes / API No
William Hill is a foundational pillar of the global gambling industry, maintaining a trajectory of growth since its founding in 1934. Now operating as a flagship brand under the corporate umbrella of evoke plc (formerly 888 Holdings), it represents one of the most significant entry points for traffic in the United Kingdom and European markets. With a primary domain attracting approximately 11.8 million monthly visits and a monthly active player base of over 1.7 million, the brand leverages 90 years of heritage to offer partners an unrivaled "moat" of consumer trust and high conversion potential.
The program functions as a sophisticated omnichannel ecosystem, integrating retail, mobile, and web platforms across sports, casino, poker, and bingo verticals. Regulated by the UKGC, MGA, and Gibraltar, William Hill has transitioned toward a "Digital-First" model that utilizes AI-driven player safety tools and the Income Access platform for granular reporting. Affiliates benefit from a single-wallet system for users, which enhances cross-sell opportunities and supports a lifetime revenue share model designed for long-term retention.
Flexible Commission Structures: Features a default 30% Net Revenue Share for Sports and Casino, with 15% for Bingo and Poker.
Performance Deals: CPA and Hybrid models are available upon negotiation for professional media buyers and high-volume partners.
Advanced Tracking Tech: Full support for Server-to-Server (S2S) postbacks, bypassing cookie degradation to provide real-time data on registrations and deposits.
Niche Market Leadership: Recognized as the 2024 EGR Horse Racing Betting Operator of the Year, offering high-converting tools like "Best Odds Guaranteed" for racing traffic.
Reliable Settlements: Monthly payments are processed via high-trust methods including PayPal, Wire, Neteller, and Skrill.
No Brand Bundling: Commissions earned on William Hill are not offset by performance on other evoke plc brands like Mr Green or 888.
The William Hill affiliate program is an essential choice for professional SEO media houses and sports tipsters who require a high-authority brand to maximize ROI in the UK and European markets. While the program enforces a Negative Carryover (NCO) policy and a minimum quota of four FTDs every three months, its institutional stability and status as a "best-converting" brand make it the premier partner for those targeting horse racing and mainstream sports bettors at scale.
Commission Type
RevShare, CPA Available, Hybrid Available
Payout Frequency
Monthly
No reports filed against this program.
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N/A
On request
On request
Once a week
On req.
On req.
N/A
On request
On request
Once a week
S2S On req. / API On req.

N/A
On request
On request
—
On req.
On req.
N/A
On request
On request
—
S2S On req. / API On req.

House Grade
This is a US grey-market offshore program: it targets American players under a Curaçao licence (UIGEA risk), so payment rails lean on crypto and traffic from the 23-country Curaçao restricted list (UK, France, Netherlands, etc.) earns nothing. The headline rev-share is eroded by a 20-30% 'system commission' plus bonus/fee/chargeback deductions, and uncapped negative carryover applies to baseline accounts — negotiate 'No-NCO' or high-roller quarantining before scaling. Losses may be bundled with sister brand Gossip Slots (unconfirmed). Verify the Curaçao 'Green Seal' / LOK direct licence is live. Finally, keep marketing strictly separate from the music artist Drake (subject of a Stake.us RICO suit) — the casino is unrelated and predates that partnership, but name confusion is a trademark/scrutiny risk. Exact terms aren't on the public site; confirm rev-share, cookie window and NCO with an account manager.
Low
~25%
By negotiation (CPA & hybrid on request)
Monthly (~$100 threshold)
Yes
No
Low
~25%
By negotiation (CPA & hybrid on request)
Monthly (~$100 threshold)
S2S Yes / API No
US-facing offshore Curacao casino since 2012 (Betsoft slots, sister Gossip Slots): stable, sticky product, crypto payouts. But grey-market, 20-30% platform fee erodes rev-share, uncapped NCO on baseline accounts. Grade C, Provisional — negotiate No-NCO.

House Grade
Grey-market operator on a Tier 2 Curacao sub-license targeting AU/CA/NZ; ACMA block-lists mirror domains and banks restrict card deposits (~40% success), so traffic must lean on crypto/voucher funding. Limited legal recourse in disputes.
Medium
~25%
By negotiation (AM)
Monthly (Net-20)
Yes
Yes
Medium
~25%
By negotiation (AM)
Monthly (Net-20)
S2S Yes / API Yes
Reasonably safe, solid earning — no negative carryover, zero admin-fee deductions, single-brand payouts, reliable monthly pay. Best for SEO and media buyers who can convert crypto- and voucher-savvy grey-market traffic.

House Grade
Two structural catches offset the strong headline terms. First, negative carryover is uncapped by default — a single winning sports whale can zero your commissions for months — so negotiate a monthly/quarterly NCO reset or high-roller quarantine before scaling. Second, undisclosed admin fees plus bonus, game-provider and payment-processing deductions cut the effective rev-share well below the 50% headline (~35% at the top tier). It runs on a Vanuatu (Tier-2) offshore licence aimed at grey-market Asian GEOs, and strictly excludes the US, UK, Australia, Singapore, Philippines, Hong Kong, France and Germany. Stats are day-level (not real-time) with a 15-business-day payout hold, and there was one resolved 2022 GPWA missing-payment warning. Best for experienced media buyers and sports publishers with genuine Vietnam/Indonesia/Thailand traffic; default to USDT payouts to avoid regional banking friction.
Medium
~30%
By negotiation (CPA & hybrid; KPI-gated)
Monthly (within 15 business days; $100 min)
Yes
Yes
Medium
~30%
By negotiation (CPA & hybrid; KPI-gated)
Monthly (within 15 business days; $100 min)
S2S Yes / API Yes
Established Asian sportsbook/casino (since 2007) on MyAffiliates: 30-50% rev-share, USDT/e-wallet, 10% sub-affiliate. Uncapped NCO (negotiable), undisclosed admin fees cut effective to ~35%, Vanuatu Tier-2 grey-market. Grade B — negotiate NCO reset.

House Grade
Two practical blockers right now: new affiliate registrations are suspended during the Banijay ownership transition, and the cookie window is an unusually short 3 days — this program only rewards high-intent, immediate-conversion traffic (tipster/action funnels), not long-form SEO content. Commercially it's conservative: rev-share is capped at 25% and the German sports-betting tax (~5.3% of turnover) plus deductions cut the effective rate further, so the flat €120 CPA is usually the better deal. Payouts are bank-transfer only (no crypto/e-wallets), and the affiliate team is known to be unresponsive to smaller sites — expect acceptance and support to favour high-volume partners. Value is concentrated almost entirely in Germany and Austria (Tipico exited the US in 2024). Follow creative guidelines strictly: as a Tier-1 GGL licensee, Tipico suspends affiliates for non-compliant promotion.
Medium
~25%
€120 flat per acquired customer (€20 deposit within 30 days)
Monthly (by the 20th; no minimum threshold)
Yes
Yes
Medium
~25%
€120 flat per acquired customer (€20 deposit within 30 days)
Monthly (by the 20th; no minimum threshold)
S2S Yes / API Yes
German sports leader (GGL + MGA), no negative carryover, reliable payouts, flat €120 CPA. But rev-share capped 25% (eroded by betting tax), 3-day cookie, bank-transfer only, registrations suspended in Banijay transition. Grade A — flagged Provisional.