WhichBookmakerHead to head · International · verified August 2026
Betano vs William Hill
A close call — 0.0 points apart. Which one wins depends on what you bet.
Pillar scores
Side by side
| Criterion | Betano | William Hill |
|---|---|---|
| Overall score | 8.3 | 8.3 |
| Typical margin | Around 4.5–5% on Brazilian and European football | Around 5% on major football; stronger on horse racing than football |
| Licences | SPA/MF licence (BR), multiple European licences, iGaming Ontario (CA) | UKGC (UK), multiple European licences |
| Min. deposit | R$ 20 / €10 equivalent | £10 |
| Sports | 20+ sports, with unusually deep Brazilian football coverage | 25+ sports with particularly deep UK and Irish horse racing |
| Features | Pix payments, Live streaming, Bet Builder, Missions and rewards | Cash Out, Bet Builder, Live streaming for funded accounts, Shop integration |
| Founded | 2013 | 1934 |
| Best for | Brazil, Brazilian football, Instant payments | Horse racing, UK punters, Brand security |
What the price difference actually costs
Betano builds about 4.8% into its prices; William Hill about 5.0%. That gap of 0.3 percentage points is not an abstraction — it is money that leaves your account on every settled bet, win or lose.
Indicative cost of the gap
Stake $5,000 across a season and the difference between them is roughly $13 — in Betano's favour.
A simplified illustration on total turnover, not a prediction. It ignores which bets you win, because the margin is charged either way — that is precisely the point.
A welcome offer is paid once. This gap is paid every time you bet, which is why we weight price at 30% of the score and most comparison sites do not weight it at all.
Our verdict
Choose Betano if you want brazil · brazilian football · instant payments. It comes out ahead on odds, platform, payouts in our scoring, and its licensing position in International is SPA/MF licence (BR).
Choose William Hill if you want horse racing · uk punters · brand security. It comes out ahead on trust, markets in our scoring, and its licensing position in International is UKGC (UK).
Frequently asked questions
Which is better, Betano or William Hill?
It is close: Betano scores 8.3/10 and William Hill scores 8.3/10 in our methodology. Betano is strongest for brazil, while William Hill leads for horse racing.
Is Betano safe and licensed?
Betano holds these licences: SPA/MF licence (BR), multiple European licences, iGaming Ontario (CA). Our trust score for it is 8.7/10 — the full review explains the reasoning.
Is William Hill safe and licensed?
William Hill holds these licences: UKGC (UK), multiple European licences. Our trust score for it is 9.3/10 — the full review explains the reasoning.