WhichBookmakerHead to head · International · verified August 2026
Betsson vs William Hill
A close call — 0.1 points apart. Which one wins depends on what you bet.
Pillar scores
Side by side
| Criterion | Betsson | William Hill |
|---|---|---|
| Overall score | 8.2 | 8.3 |
| Typical margin | Around 4.5% on major football — decent value for a mainstream book | Around 5% on major football; stronger on horse racing than football |
| Licences | MGA (Malta), multiple national European licences, licensed in Brazil | UKGC (UK), multiple European licences |
| Min. deposit | €10 equivalent | £10 |
| Sports | 25+ sports with good Nordic and European league depth | 25+ sports with particularly deep UK and Irish horse racing |
| Features | Cash Out, Live betting, Multi-brand group, Fast withdrawals | Cash Out, Bet Builder, Live streaming for funded accounts, Shop integration |
| Founded | 1963 | 1934 |
| Best for | Reliable payouts, European leagues, Brazil | Horse racing, UK punters, Brand security |
What the price difference actually costs
Betsson builds about 4.5% into its prices; William Hill about 5.0%. That gap of 0.5 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 $25 — in Betsson'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 Betsson if you want reliable payouts · european leagues · brazil. It comes out ahead on odds, payouts in our scoring, and its licensing position in International is MGA (Malta).
Choose William Hill if you want horse racing · uk punters · brand security. It comes out ahead on trust, markets, platform in our scoring, and its licensing position in International is UKGC (UK).
Frequently asked questions
Which is better, Betsson or William Hill?
It is close: Betsson scores 8.2/10 and William Hill scores 8.3/10 in our methodology. Betsson is strongest for reliable payouts, while William Hill leads for horse racing.
Is Betsson safe and licensed?
Betsson holds these licences: MGA (Malta), multiple national European licences, licensed in Brazil. Our trust score for it is 9.0/10 — 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.