UK-based bookmaker William Hill has toasted one of its "best" World Cups for four decades after posting a 7 per cent increase in retail turnover for the 26 weeks ending 29 June 2010.

Despite what the group called it's "worst ever" Royal Ascot and poor Grand National results, net revenue increased by 3 per cent in the second quarter, compared with the same period last year. William Hill chief executive Ralph Topping said: "While it was our worst ever Royal Ascot, with a loss on the meeting, the World Cup proved to be one of the best for bookmakers in 40 years.

"Overall, we have seen a good group performance in the period, with a particularly strong contribution from William Hill Online." Meanwhile, the company has also announced that William Hill Online is set to move its telephone betting operation to Gibraltar. William Hill Credit Ltd is also closing its operation in the UK.

"This significant change to our telephone business is a response to the challenge of competing with betting exchanges and offshore telebetting operators, all of whom have benefitted from significant cost and tax advantages over UK bookmakers," added Topping.