World Cup football good to William Hill

Brit online and land gambling group William Hill has beaten its GBP 200 million pound target for betting on the World Cup football despite an early English exit from the soccer tournament, the Reuters news agency reports, quoting company officials who told the news agency that the betting company had recorded more than twice the wagering than was the case at the last World Cup in 2010.

Understandably, Brit punters dominated the betting in England’s group game with Uruguay last month, with more than GBP 5.5 million pounds wagered. Most gamblers backed England to win but the national team lost 2-1 and went on to exit the tournament after the initial three-game group stage.

UK bookmakers are hoping that the action around the World Cup will help offset the new p.o.c. taxes scheduled for Britain later this year, which the industry estimates will cost operators GBP 400 million. The bookies have ramped up their marketing in the World Cup month to capitalise on this bonanza.

William Hill did not tell Reuters how profitable the World Cup had been for the company, saving that information for its next results statement due on August 1.

Ladbrokes, Britain’s second-largest bookmaker, told Reuters it was pleased with the amount of business it had generated during the World Cup, and with customer reaction to its new Mobenga mobile app.

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