In a move that’s shaking up the online gaming scene, 888 Holdings, the company that manages some of the world’s most beloved online casino sites, like 888 Casino and Mr Green, is gearing up for a major makeover this year. They’ve announced plans to change their name to Evoke plc, marking a significant shift in their identity and strategy.
The decision to change the name comes as part of a broader initiative to realign 888’s operations and pursue a multi-brand model, following the acquisition of William Hill’s non-US assets two years ago.
Under the leadership of new CEO Per Widerström, who stepped into the role in October 2023, 888 Holdings is embarking on a transformative journey aimed at enhancing its market position and operational efficiency. The company reported a robust 41% increase in annual profits last year to £308.3 million.
Widerström emphasized that the rebranding represents the dawn of an exciting new chapter for the company, reflecting its commitment to innovation and customer-centric experiences. The shift to Evoke plc underscores the company’s vision to offer unparalleled betting and gaming experiences, striving to make life more interesting for its players promising world-class betting and gaming experiences for years to come. 888’s shareholders are set to vote on the proposed name change at the upcoming annual meeting next month.
As part of its strategic overhaul, 888 Holdings is focusing on core markets, including the UK, Italy, Spain, and Denmark, which collectively contribute 85% of its total revenue. The company aims to streamline its operating model, leveraging automation and artificial intelligence to drive efficiency and improve the player experience.
With some stellar brands in their arsenal, 888 Holdings is poised for greatness as they transition to Evoke plc. By committing to focus on their core markets we are hopeful that they will maintain their reputation for top-tier gaming experiences. This rebranding initiative isn’t just about a change in name — it’s a strategic move that aligns with broader industry trends, promising innovation and a dedication to excellence, setting the stage for an exciting future in the world of online casinos.
