In case you hadn’t heard, it hasn’t all been plain sailing for 888 recently. After the company’s announcement about changing its name from 888 to “Evoke”, we ask – what are the reasons behind the change? And what does this potential rebranding mean for the company? Let’s take a closer look at what’s been going on and why this is happening now.
Overcoming Challenges
There’s been a period of financial setbacks and operational issues at 888, including leadership changes and debt accumulation stemming from its acquisition of William Hill’s non-US operations recently. The Gambling Commission even launched a licence investigation after an attempted management takeover which raised compliance concerns. No regulatory action was taken and 888 came away without any penalties and is in the clear.
But it does look like 888 has acknowledged the need for a refresh if it’s to stay ahead of the game. Could exploring a new name (read whole identity, maybe?) mark the first step in moving past the turbulence?
Shifting Focus Away from the US Towards Europe
The proposed name change was announced alongside other initiatives, including a ‘Value Creation Plan’ aimed at refocusing the company’s financial goals. One initiative involves a fresh focus on its core markets, which include the UK, Italy, Spain, and Denmark. These markets collectively contribute about 85% of 888’s revenue, making them crucial to the company’s performance. By prioritising these geos, 888 aims to strengthen its market presence, efficiency, and profitability.
The company has also decided to move away from its failed attempt to dominate in the US, with the hopes of fully exiting its B2C market there by the end of 2024. Removing itself from a region that produced lacklustre results could be the best cost-saving decision yet.
A Chief Exec That Means Business
Per Widerström, who took over the reins as CEO in late 2023, is playing an important (and explicitly optimistic) leadership role through this upcoming phase, and he hopes to draw a line under the recent challenges.
“We are at the beginning of an exciting new journey. We will build on our strong foundations through a clear strategy and focused plan that will deliver sustainable profitable growth and unlock significant value creation.”
888 becoming “Evoke” should deliver a great experience for customers, it’s certainly a catchier name. The company hopes its future can “make life more interesting by delighting players with world-class betting and gaming experiences”.
What Happens Next?
The name change will need to be approved by shareholders at 2024’s AGM if it’s to go ahead. Discussions around the overall strategy will progress, and industry analysts, stakeholders, and WhichBingo of course, will be watching 888’s moves closely.
Could the rebranding and renewed focus on profitable markets help 888 make a comeback as a leader in the future of the industry? Time will tell. We’ll keep you posted.
Top Bingo Offers:
Advertiser Disclosure: When you use WhichBingo, there are never any hidden fees or costs. To help fund our work we may earn a referral commission if you create an account via our site. This commission never impacts the impartiality of our reviews and ratings.
Disclaimer: 18+ New Customers. Opt in. Deposit & play £10 in any Bingo Room within 7 days. Get £60 on Bingo. Advertised £60 Bingo based on 10p tickets. Rewards expire after 7 days. T&Cs apply. GambleAware.org | Please gamble responsibly
New players only. 18+. UK only. Min deposit £10 and £10 stake on slot games required. 40 Free Spins on Big Bass Bonanza credited automatically. Free Spins value: £0.10 each. Free Spins expire 48 hours after crediting. No wagering on Free Spins; winnings paid as cash. Eligibility restrictions apply. Full T&C’s apply. Gamble Responsibly. Gambleaware.org.
1st deposit only. Stake £10 on bingo for £40 bingo bonus (£30 online & 2 x £5 Club vouchers). 4x wagering requirements on online bingo bonus. Full T&Cs apply.
New players only. Deposit (excluding PayPal & Paysafe) and spend £5 in selected bingo rooms to qualify. Wagering requirements, maximum win limits and promotional restrictions apply. Full T&Cs apply. Full T&Cs Apply.
New players. Dep (exc. PayPal & Paysafe) & spend min £10 on a selected slot for spins or in Main Event Bingo for bonus. Wagering & max wins apply. Individual promo T&Cs Apply. Full T&Cs Apply.
New players. Dep (exc. PayPal & Paysafe) & spend min £10 on a selected slot for spins or in Main Event Bingo for bonus. Wagering & max wins apply. Individual promo T&C’s apply. Full T&Cs Apply.
18+ New players only. Min deposit £10 and £10 stake on slot games required. 100 Free Spins on Big Bass Splash. Free Spins value: £0.10 each. No wagering on Free Spins; winnings paid as cash. Bingo tickets: Min deposit £10 and £10 real-money spend on Bingo required. Max ticket value £0.10. No wagering on ticket winnings; paid as cash. Tickets and free spins expire after 48 hours. Full T&C’s apply.
*18+. T&C’s apply. New Customers Only on first and second deposits of £10 or more. 50 free tickets can be used on tickets valued at 10p each in The King’s Palace bingo room. Access to the Daily Free Session will be granted for 30 Days. Bonus valid for 7 days.
UK bingo is on the up, with new clubs opening, a tax break from the government, and younger players embracing the game. Nicola Garrett, the new CEO of the Bingo Association, spoke to WhichBingo about her outlook and goals for UK bingo. The Outlook is Positive Garrett (pictured above) acknowledged that the UK had seen bingo clubs closing in recent years, but was starting to see new clubs opening now….
When it comes to playing at casino sites in the UK, we are a nation that aims to make the small wins count Our 2026 Bingo & Casino Player Survey asked 1,915 people how much they try to build up before cashing out. We also asked how much they typically wager per month – and the answer to both questions was smaller than you might guess. The typical amount people…
It was a family affair in Greater Manchester after a woman and her grandmother won back-to-back full house jackpots. Amiee Armstrong, 20, and her grandmother Christine Rhodes, 70, were enjoying an evening at the Mecca Bingo in Oldham. Their night got a big boost when they both struck lucky in consecutive ‘Big Bonus’ games. A New Lucky Table “We normally sit at our lucky table, but we decided to move…
If you have ever slid past a long screen of terms and conditions without understanding much of it – you are not alone. According to our 2026 Player Survey of 1,915 UK players, only 22% of people say terms are easy to understand. But fear not, we’re going to break down the 5 key things to look for. The 78% of Players Our 2026 Player Survey asked 1,915 UK players…
When it comes to playing at casino sites in the UK, we are a nation that aims to make the small wins count Our 2026 Bingo & Casino Player Survey asked 1,915 people how much they try to build up before cashing out. We also asked how much they typically wager per month – and the answer to both questions was smaller than you might guess. The typical amount people…
New Prime Minister Andy Burnham plans to ‘crack down’ on betting shops to clean up Britain’s high streets. Burnham associated betting shops with ‘dodgy businesses’ and vape shops as contributing to a decline in the high street. Burnham’s announcement comes about four months after Remote Gaming Duty on online gaming almost doubled, rising from 21% to 40% in April 2026. The Betting and Gaming Council says the increase has affected…
If you have ever slid past a long screen of terms and conditions without understanding much of it – you are not alone. According to our 2026 Player Survey of 1,915 UK players, only 22% of people say terms are easy to understand. But fear not, we’re going to break down the 5 key things to look for. The 78% of Players Our 2026 Player Survey asked 1,915 UK players…
If you asked a room full of people why they have a flutter, you might expect a mix of answers. But according to a recent survey of 20,000 UK players, there is one main reason – and it’s probably not surprising. Top of the list was the chance of winning big money, cited by a hefty 84% of people who gamble. The survey, run by the UK Gambling Commission, also…
If you’ve signed up to a UK slot site recently (or are planning to), you’ve probably noticed a few similar games being mentioned. So, we did the numbers and found the top 5 slot games in UK casino bonuses so far in 2026. If you sign up for free spins, there is a good chance you’ll be playing one of these games, so here’s a bit of a preview of…
The rules of the game are evolving, and the UK’s biggest bingo and casino brands are responding by putting players first. We spoke to the WhichBingo Awards winners to get their thoughts on success, what makes them stand out, and what UK players can expect next. Foxy, Coral, Ladbrokes: Giving Back to the Player Entain, the company who run Ladbrokes, Coral – and Best Promotions winner Foxy Games emphasised their commitment to…
Nearly half a million votes were cast by real players in WhichBingo Awards 2026 – and with so many votes cast its crazy how close it was. One category was decided by just 18 votes. We’ve gone behind the numbers to reveal the other interesting statistics and stories that went into voting. The Race Decided By Just 18 Votes Thousands of votes were cast but Best Promotions was decided by…
After a record-breaking 500,000 votes from across the UK (nearly double last year’s total) the WhichBingo Awards 2026 winners have been crowned. Players decided 12 Main category winners. Four Editors’ Choice winners were selected by the WhichBingo editorial team through hands-on testing, WhichScore data, and years of tracking how brands actually perform. The winners were revealed on the night at the Sunborn Yacht Hotel, Gibraltar. And for the first time…
New Prime Minister Andy Burnham plans to ‘crack down’ on betting shops to clean up Britain’s high streets. Burnham associated betting shops with ‘dodgy businesses’ and vape shops as contributing to a decline in the high street. Burnham’s announcement comes about four months after Remote Gaming Duty on online gaming almost doubled, rising from 21% to 40% in April 2026. The Betting and Gaming Council says the increase has affected…
If you have ever slid past a long screen of terms and conditions without understanding much of it – you are not alone. According to our 2026 Player Survey of 1,915 UK players, only 22% of people say terms are easy to understand. But fear not, we’re going to break down the 5 key things to look for. The 78% of Players Our 2026 Player Survey asked 1,915 UK players…
If you asked a room full of people why they have a flutter, you might expect a mix of answers. But according to a recent survey of 20,000 UK players, there is one main reason – and it’s probably not surprising. Top of the list was the chance of winning big money, cited by a hefty 84% of people who gamble. The survey, run by the UK Gambling Commission, also…
Brits are turning to VPNs in huge numbers to access illegal gambling sites, racking up an estimated 150-200 million minutes on dodgy casinos in January 2026 alone. And seriously risking their money in the process. VPN usage in the UK has surged since the Online Safety Act came into force in July 2025, and Gambling Commission research recorded around 20 million visits to illegal gambling sites that month. Often marketed…
If you’ve ever wondered where your local bingo hall gets their bingo tablets from or how bingo random generators work, Charlie Shakespeare is your guy! Charlie, adorned with a hard hat, visited Leisure Electronics to check out the factory and work hub of bingo hall equipment and casino tech. Inside Leisure Electronics (trailer) What Is Leisure Electronics? Originally a service provider making sure bingo equipment worked on site, Leisure Electronics…
Stephanie Davis shot to fame as a teenager on Andrew Lloyd Webber’s BBC talent show Over the Rainbow before becoming a Hollyoaks favourite, and when she sat down with the home of the best bingo sites WhichBingo, we were happy to see she was in a candid mood, ready to revisit the “cruel” reality of being voted off live TV, the Saturday-night shows she thinks are long overdue a comeback,…
If you asked a room full of people why they have a flutter, you might expect a mix of answers. But according to a recent survey of 20,000 UK players, there is one main reason – and it’s probably not surprising. Top of the list was the chance of winning big money, cited by a hefty 84% of people who gamble. The survey, run by the UK Gambling Commission, also…
If laughter is the best medicine, write out that prescription, doc. The winner of Dabbers Bingo Comedy Caller Contest 2026 (sponsored by yours truly, WhichBingo), is <<insert drum roll>> Gwen! On Friday 17th July, comedian Rachel Baker was in role as her alter-ego Gwen became the Queen of bingo. Gwen ate up the laughs all the way to the top, pipping fellow grand finalists Tara Boland as Dusty Creases and…
by
Esther Rubin
3min
Updated October 15, 2024
Esther Rubin
Content Editor
Esther Rubin is a bingo and slots specialist with years of hands-on experience in the online gaming industry. Having worked as a bingo chat host, VIP manager, and promotions strategist, she has a deep understanding of online bingo platforms, community engagement, and player rewards. At WhichBingo, Esther reviews bingo sites, game variations, and promotions, helping players find the best platforms for a fun and fair gaming experience. She also analyses slot games, offering insights tailored for bingo players exploring slots. With a player-first approach, Esther’s reviews break down bonuses, jackpots, and game mechanics in a way that’s clear, engaging, and community-focused.
3min 
Reader comments