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. Dep (exc. PayPal&Paysafe) & spend £10 on select slots for bonus & spins or in select bingo rooms for bingo bonus. Wagering, max wins & individual promo. T&Cs 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 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. Full T&C’s apply.
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.
18+. New Players Only. GambleAware.org. Take time to think. Minimum Deposit £10. 10x wagering in 7 days. Max bet £5. Max win applies. For Casino offer Spin Value £0.1. Bingo offer Bonus Cash to be used on Bingo only.
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.
Required Significant Terms:* New members only, must opt in. Min £10 deposit & wager within 30 days from registration. Advertised ticket value based on £1 tickets. Game availability & restrictions apply. 18+ GambleAware.org #AD
18+. New customers only. Register today, deposit & spend £10 on Bingo tickets to receive £50 Bingo bonus (accept & wager 4x within 7 days). Only completed games can be credited. Access to Free Bingo (available daily 11am-11pm) available after registration. Free Bingo games are part of the ongoing bingo schedule. To take part, players can be in the Free Bingo room during the session. Prize and winners advertised are minimum guarantees per session. Debit cards only. Offer Ends 31.07.26. T&Cs Apply. GamCare.org.uk
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…
Pride is here, and what better way to celebrate than with some drag bingo! We’re experts when it comes to a bingo night, so we’ve compiled a guide to the UK’s best drag bingo events. Here are my top 5 drag bingo events so you can celebrate in style: 1. Fanny Galore’s Big Bingo Party (London/Essex) She’s an Essex Queen. She’s the tart with a heart. Fanny Galore is a…
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…
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…
Viva Las Vegas… in the North East! WhichBingo visits Bally’s Corporation’s first UK flagship casino in our new two-part documentary. Bally’s Casino Newcastle is part of the same brand that runs casino resorts across the United States, landing at The Gate in Newcastle city centre back in April 2025. As one of the most complete entertainment venues in the region, we thought Bally’s would be the perfect addition to our latest…
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…
Since launching in late 2025, Los Vegas Casino has quickly climbed the ranks to become one of the most popular casino sites in the UK. Los Vegas is in the top 20 brands on WhichBingo in terms of popularity, and has only been around for a matter of months. It is also the number one new site in 2026. It is pretty remarkable for the newest brand in the mix….
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…
It’s time to decide the best slot games of 2026. The race for the WhichBingo Awards 2026 is officially on, and the Best Slot Game category is more competitive than ever. Now in its fourth year, this award is a true player favourite. The question is; will 2026’s best slot be a new release, a cult classic, or a franchise darling? Here are the nominees for Best Slot Game 2026…
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…
You, the public have spoken. Over 480,000 votes cast across the main categories… and now it’s our turn. While the player vote decides the 12 winners in the Main categories, like Best Bingo Site and Best Slot Game, plus the 5 Pre-Show categories like Best Bingo Caller, there are a handful of categories at the WhichBingo Awards 2026 that an expert judging panel decides. These are the 4 Editors’ Choice…
Have you noticed UK casino bonuses looking a bit different in 2026? A major tax just came into effect that we expect will impact the bonuses you get at UK casino sites. But there is some good news for bingo players. We unpack what this all means for UK casino and bingo players. So What’s Actually Changed? The government has significantly increased the Remote Gaming Duty with the aim of…
Your chances of walking away with real cash from a casino bonus are set to improve significantly. New UK regulations are putting an end to unfairly high wagering requirements. From 19th January all casino sites must adhere to a 10x maximum wagering cap on bonus offers, following a landmark ruling by the Gambling Commission. Editor’s Note: Though your ability to convert bonus into real cash is improving, gambling is still…
Tom Clare shot to fame on Love Island All Stars where he found Molly Smith. The couple are now engaged, house-hunting and planning for their wedding while Tom is planning a return to non-league football, and he spoke exclusively to WhichBingo about discipline, mental health, routine and why he’s doing two of the most stressful things in life at exactly the same time. “Football Keeps Me Sane” Tom is unequivocal…
With the 2026 FIFA World Cup just around the corner, we sat down with Shaun Wallace, The Dark Destroyer from ITV’s The Chase. A huge football fan, Shaun gave us his predictions on the overall winner, England’s chances and how Scotland will fare. France Are the Team to Beat & Mbappé Could Make History If you ask Shaun who he thinks will lift the trophy, his answer is immediate. “I…
George Sampson won Britain’s Got Talent at 14 and became a household name overnight. But 18 years on, it’s not the rain dance on a Warrington street that defines him, it’s a troubled school kid from a BBC drama, a two-year theatre adventure that nearly didn’t happen, and a pivot into acting that began with a broken-down car in Doncaster. We caught up with George to talk about all of…
Viva Las Vegas… in the North East! WhichBingo visits Bally’s Corporation’s first UK flagship casino in our new two-part documentary. Bally’s Casino Newcastle is part of the same brand that runs casino resorts across the United States, landing at The Gate in Newcastle city centre back in April 2025. As one of the most complete entertainment venues in the region, we thought Bally’s would be the perfect addition to our latest…
by
Esther Rubin
5min
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.
4min 
Reader comments