William Hill almost took the title of UK's #1 bookmaker by overtaking its greatest opponent, Ladbrokes, after Hill purchased 624 betting outlets, from Stanley Leisure. Ladbrokes, however, managed to hold on to the title by buying a portfolio of betting shops in Wales. This rather tight competition between the companies has been going on since 2002. Hill has tried to tap into the British public's love for gambling, by placing electronic roulettes and arcade-like fixed-odds gambling terminals to give roulette lovers a game or two without having to enter an actual casino.
Another thing that might still help Hill in winning his battle for the title of #1 UK bookmaker is the change in betting taxation. Instead of taxing betting profits per gambler, the current taxation is levied on gross profits.
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