William Hill Affiliate Program

Click to visit William Hill’s affiliate program

The William Hill Affiliate Program promotes the famous eponymous betting company. William Hill is one of the biggest online betting companies in the world. It is the internet arm of the famous UK high street chain of betting shops.

William Hill is primarily UK focused and, it almost goes without saying, does not accept Americans.

Within their affiliate program is the opportunity to promote William Hill sports betting, online casino, poker, games and online bingo. There are also a few other brands available to promote within this affiliate program, but they are all owned by William Hill.

Webmasters are rewarded with revenue share deals around the 30% mark. There are also some headline 70% rates but that is only for the first three months, before you have had a chance to refer many clients to their betting affiliate program. Once you are an established and successful affiliate then you can negotiate a better deal with your AM. Be aware they will want something in return, like better spots on your websites.

The previous Mexos affiliate software was not the best, to say the least. It had its roots in a dire system that was used to promote a now discredited firm called Cpays. Fortunately in late 2013 William Hill’s David Bazak took the decision to migrate to NetRefer, a much more credible bit of kit.

Since the move things have improved markedly. Oddly even the rates of conversion have got better, which casts further suspicion on the merits of the Mexos software (currently used by Ladbrokes, EuroPartners, Winner and some irrelevant others).

The William Hill affiliate team have been on a real learning curve and seem to have dropped what was once an over-bearing approach better suited to a second-hand car lot. When the program first started to be run out of Israel several years ago, they did manage to fall out with a lot of affiliates because of their dismissive and over-bearing way of doing business. There was also a messy and mis-managed migration to Mexos software where many webmasters swore they “lost” many referrals. That is ancient history and the worst of those affiliate managers have moved on, mainly to Winner. So that is a firm to think long and hard about marketing. We won’t promote Winner on any of our websites, and we are not missing anything.

Anyway, back to William Hill, some big gambling webmasters still won’t deal with them because of the damage done back then. We hope not to tempt fate by saying it, but now the William Hill affiliate team seem professional and helpful. That said, it does seem to depend who is allocated as your affiliate manager. If you get one of the pushy types (they get commission based on the number of first-time depositors in a month) then just tell them you don’t respond to those hard-sell tactics and to give you some space to do the best for them.

One negative is that the affiliate cookie only lasts 72 hours. This means if your referred client registers with Hills over three days after he clicked through from your affiliate link then he will not be tracked to you. Good affiliate programs work on 30 or 45-day cookies, meaning you can refer a client and get credit if he joins weeks later. Most of your referrals will not join immediately so this issue of cookie length is valid and always worth checking out.

Another issue is that they do apply a negative rollover policy, rather than cancelling out any negatives at the end of each calendar month. If you ever fell foul of this unwelcome policy in a big way and felt it no longer became viable to promote them then they will try to sort something out to solve this. It is always worth talking to these firms because they do want you to promote them, rather than see you walk away.

The good thing about the William Hill Affiliate Program is that it ought to be easy to convert, particularly in the UK. There is a Hills betting shop in every UK high street, so brand recognition is excellent. On the other side of the coin, they have been so successful in the UK are they close to market saturation?

Whatever the case it would be hard to turn your back on the promotion of one of the highest profile names in the world of online gambling.

Click to visit William Hill’s affiliate program

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Hi Can anyone tell me what a good rate of Hybrid Commission is? Would the likes of WH offer €20 CPA + 15% revshare?

William Hill are a firm that does do hybrid deals, though many do not. Contact one of their affiliate managers. Most affiliates actually prefer rev share on the basis that you will make more over time with revenue share.

Since the move to netrefer I can really get my teeth into promoting William Hill now. The previous poor Mexos software was a nightmare for affiliates. Everything much improved, including conversion rates.

13 Responses to William Hill Affiliate Program

  1. Mumbi August 24, 2016 at 9:07 am #

    Hi admin
    In your own opinion which affiliate programme do you think is better William hill or Ladbrokes

    • admin August 24, 2016 at 9:58 am #

      That is a really tough call. They are very similar companies and have the same issues of 3-day cookies and sometimes difficult affiliate managers. It is pot luck if you get a decent one or just a pushy car salesman type. Both teams work out of Israel, so they tend to be the latter as we think they get paid their bonuses on depositing sign-ups. Ladbrokes’ Mexos affiliate software is absolutely awful. It is amazing in this day and age that companies are using something as legacy and amateur as Mexos. That is mainly because the Ladbrokes management is so poor they don’t realise how their affiliate program is being run. The Mexos system is hard to trust and has no transparency regarding the figures. William Hill use netrefer, which at least does a good impression of professional software, though you never know what hidden deductions are being made by that system. I think I would ultimately side with William Hill.

  2. Connor July 19, 2015 at 9:19 pm #

    Hi can anyone help me I want to start up with this myself but do I need a specific website to promote it? I have a Facebook blog separate to my personal Facebook would that be ok or would I need something else.

    • admin July 19, 2015 at 10:55 pm #

      Hi Connor, The William Hill affiliate program should be fine with that. They just want to know how you are going to promote them – and you have a plan. Start off with your Facebook blog and then maybe have a twitter account too to post the same stuff, or at least to tweet a promotional link to it. Ultimately you can sort your own website out a little later.

  3. charlie swain June 19, 2014 at 6:23 pm #

    i am new to being an affiliate through twitter, what is the best way to attract customers and who to follow?

  4. ProGambler February 27, 2014 at 5:40 pm #

    I agree with the sentiment re the 72 hour cookie.
    I does not exactly scream at possible promoters
    that they really care about accurate tracking of referrals.

    In the sports betting niche there are many saturday only punters.
    They may click and investigate on a monday but only return to open
    an account on a Saturday.

    Most good programs would track that as a referral.
    Pocking all referral cash for themselves and giving the referring
    webmaster diddly squat does not strike me as excessivly high on
    the affiliate ethics ratings.

    I think it short sighted of them.
    Personally I’d judge it as a quick buck attitude
    when they should possible be better focussed on
    aiming for a long term highly positive affiliate brand
    webmasters could get behind with full confidence
    and rave about to their webmaster mates.

    Stan James.. Deffo instances of them
    closing aff accounts against the wishes of the affiliates.
    I can only presume the aim was to boost their own coffers
    by not having to pay out further on all the customers already referred.
    Again short sighted in my opinion.
    Who wants to spend time and effort building referrals companies with
    that sort of reputation.

    Interestingly a mate site of ours carried out a punter survey
    on many uk focussed bookies.
    If I recall correctly the view of the punters surveyed was that
    Stan James was thought of as the worst user experience.
    Mainly on grounds of actually getting a bet on.
    Very frustrating for punters to go to the hassle of depositing, setting the bet up
    trying to bet £10 but getting hit with a big girls blouse of a liability system that will only offer them 20 pence max stakes or the likes.

    As for paying on stimulated turnover..deffo an interesting idea
    and one I had before myself.
    It would open up some interesting site / service models to feed the turnover.
    Could possibly revolve around % of turnover during referred session.
    Ideally aff tagged as well.

    eg mythical example..bookie has long term customer who has bet little or nothing with them in years.

    Partner site comes along and stimulates that punter to turn over regular cash.

    Is that of value to the bookie ? – Yes in principle

    Is anyone encouraging promoters well to do that yet?
    Not that I am aware.
    Possible next wave style stuff.

    Just need bookies to first ponder how turnover originates.

    A – is self thinking punter
    B – is punter stimulated by media of sorts. Could be paper, tipster, betting app etc.

    Certain root sources of turnover could definately be encouraged with some form
    of session turnover type deal structure added to normal new player tracking & reward.

    Possible new mover advantage from who ever is the first to push it.
    Sure some enterprising upstart looking to create a new USP for themselves in a crowded affiliate market place will think of it someday even if old faces resist such change.

    Enough ranting for now.
    She who must be obeyed says its time for tea 🙂


  5. admin January 15, 2014 at 1:39 pm #

    No. I have never heard of them ever paying an affiliate for existing customers and I truly believe they would never pay for this.

    • Al January 16, 2014 at 3:42 pm #

      thanks for the quick feedback – unsurprising but still a shame!

  6. Al January 15, 2014 at 12:36 pm #

    Hi admin,

    Thanks for the information – very helpful.

    Do any bookmakers offer a % of profits on existing customers’ betting activity?

    For example, if a website hosted a widget for a bookmaker meaning a punter could bet using the widget, without leaving the website, and this stimulated more betting activity, would a bookmaker be willing to offer a % commission on existing as well as new customers?


  7. dean booty August 20, 2013 at 9:08 pm #

    Hi, Love the site and really helps with all the info you have on it.

    Im pretty new to the affiliate program.

    Quick question,

    If your customer gets his free bet from william hill sports can he still get a free bet on the bingo? Is the answer the same for other bookmakers.



    • admin August 20, 2013 at 9:21 pm #

      Yes he can and yes this is typical with all firms.

  8. admin August 12, 2013 at 10:34 am #

    If they cancelled your affiliate deal then they would not pay you.
    However the situation you are describing is unbelievably rare and only a truly rotten program would allow that scenario to happen. By and large firms will not close affiliate accounts at all, even if they appear semi-inactive. If you are promoting the firm on a website, even if unsuccessfully you will continue to be paid. Certainly William Hill would not do this to you. Some rotten eggs might, but as I say they are extremely rare and would be firms to avoid in the first place. Recently there have been some mentions of Stan James closing what they think are unproductive accounts. I have not heard of any other instances of it.
    One thing though – if you are thinking of joining as a player yourself through your own affiliate link and reclaiming the rev share percentage on your play then that would be strictly against their terms and they would be within their rights to close your affiliate account as that would be an abuse of the way an affiliate program is meant to work.

  9. David August 12, 2013 at 8:49 am #


    I wonder if you can clear something up for me please. Most affiliate programmes offer a percentage of the losses of a player for the lifetime of their account if they come through our website. But it is also advised that affiliate programmes can be cut with bookies if the referral rate ‘dries up’, if this is the case would we still get the losses of a player even though the affiliation has been cut?

    For example – A player uses my affiliation company and signs up with Will Hill, after 3 months Will Hill cut the affiliation link to my company as I had only referred two players. Even though the link is cut the player still uses Will Hill and continues to lose, do I still receive the 35% of his losses?

    Many Thanks

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