William Hill and ZunaBet: Can a 90-Year-Old Brand Compete With Crypto-Native Gambling?

The gambling industry respects history. A brand that has survived decades of regulation changes, technological shifts, and market upheaval earns a certain kind of credibility that cannot be bought or manufactured. William Hill has that credibility in abundance. But 2026 is testing whether credibility alone is enough when a new generation of platforms is rewriting the rules around game selection, payment speed, and player rewards. ZunaBet represents that new generation, and putting it alongside William Hill highlights just how much distance has opened up between the traditional model and what comes after it. Meet Zuno: The Zunabet mascot William Hill: Heritage as a Foundation William Hill has been part of the gambling landscape since 1934. What started as a UK bookmaking operation has grown into a global brand with an online presence spanning multiple markets. The acquisition by Caesars Entertainment in 2021 reshaped parts of the business, particularly in the United States where it now operates under the Caesars Sportsbook name in several states. In the UK and other international markets, the William Hill name endures as one of the most recognized in the industry. The sportsbook reflects that long history. Horse racing coverage runs deep, a natural strength for a brand with British bookmaking roots. Football, tennis, basketball, cricket, rugby, golf, and numerous secondary sports are all available with respectable market depth. Live in-play betting keeps pace with modern expectations, offering updated odds across major events. The sports betting product is mature and well-constructed, built through decades of refinement rather than a single launch cycle. The online casino sits alongside the sportsbook with a modest but functional game library. Slots, table games, and live dealer options from established providers cover the standard categories. Total game counts vary by market but generally land in the range of several hundred to a couple of thousand. It is a compe...