888 Holdings Transforms into Evoke

This change follows a challenging financial period in 2023, prompting the company to adopt a more cohesive and forward-looking brand that aligns with its core values and operational vision.

A Fresh Start with a New Name

CEO Per Widerström expressed enthusiasm about the rebranding, emphasizing that it marks the beginning of a promising new chapter for the company. “Today marks the start of evoke’s exciting future. By bringing our business together under a single, unifying brand identity, evoke reflects our future-focused mindset and our commitment to bringing world-class betting and gaming experiences to our customers all over the world,” said Widerström.

Despite achieving a 38% increase in corporate revenue in the last year, Evoke (formerly 888 Holdings) faced a decline in pro forma revenue.

In response, Widerström and the new executive leadership have launched a comprehensive “value creation plan.” This plan focuses on resetting the group’s operational model to eliminate inefficiencies and improve accountability, to achieve significant cost savings annually.

Focus on Core and Optimizing Markets

As part of its strategic overhaul, Evoke has streamlined its reporting categories into core markets, including the U.K., Italy, Spain, and Denmark, while also optimizing its market operations.

During its transformation, Evoke has reassured stakeholders that popular consumer-facing brands such as William Hill, 888casino, 888sport, and 888poker will retain their original names.

The rebranding initiative received strong backing from shareholders at Evoke’s 2024 annual general meeting, setting a positive tone for the implementation of the new corporate strategy.