The bookmaker said its operating profit for the full year would be at the bottom end of the range of analysts' forecasts of £290.9m and £312.1m.
The warning came with results for the three months to the end of September.
Operating
profits came in 39% below the same period last year. William Hill said
the third quarter of 2014 had been particularly strong as a result of
the World Cup.
It added that it was having to pay an extra £23m in gambling duties this year.
"The
quarter also featured weaker than expected sporting results," said
chief executive James Henderson, referring back to a "strong gross win
margin" in the third quarter of 2014.
"Whilst good operating cost
discipline has partially offset the weaker than expected results and
non-core market impacts, the board now expects full-year operating
profit to be around the bottom of the analyst consensus range."
Simon
French, an analyst at Cenkos wrote: "Performance was weaker than our
expectations across the board impacted by weaker gross win margin than
we had anticipated,"
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