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888 To Become Evoke |A Rebrand Could Be On The Way

Identity Crisis: 888 Contemplating a Rebrand to Evoke

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.

Better change
Esther Barnett Rubin


Esther Rubin With a career spanning TV production to writing taglines for pet food, Esther now finds time to write about online bingo and mobile gaming between school runs, crime documentaries, and spotting clever copy in ad campaigns. She works hard to ensure the bingo community is a fair and safe space that supports happy bingo experiences.

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