William Hill Organization Limited is the United Kingdom's second largest betting shop owner, with more than 1,500 shops, placing it behind Ladbrokes, part of the Hilton Group. That operation registers an average of 750,000 bets per day, covering 16 sports and some 38,000 sporting events per year. Yet William Hill also has become known for its quirky "amusement" bets, which have included taking odds on the outcome of the Dallas TV episode "Who Shot J.R.?," and whether the winter season will see a white Christmas. Since the late 1990s, William Hill has expanded successfully beyond its storefront betting parlors to capture the leading shares in the telephone betting market--the company has more than 400,000 registered telephone bettors, of which more than 150,000 are active bettors. The company also has extended its telephone betting services across Europe, and especially into Germany and Italy. William Hill also has taken a leading position in the online betting market, setting up its online sportsbook and casino operations in 1998. Set up in the Dutch Antilles in order to skirt stiff British betting taxes, the company's online business, available in ten languages and 12 currencies, attracted more than 12 million customers from 150 countries in 2001. After aborting a public offering in 1999, William Hill finally listed its stock on the London Stock Exchange in June 2002.