Content on this site will contain reference to products or services from one or more of our advertisers or partners. We may receive compensation when you view ads or click on links to those products or services.
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.
Get ready for Vegas Night at Bally Casino this December 6th 2024! Bally Casino will be putting the awesome into this jolly season by taking inspiration from the gambling capital of the world – Las Vegas. Players can get into the festive spirit by taking part in this huge event which plans to turn up the neon and excitement with a range of thrilling offers. Find out more about the range…
Christmas is just around the corner and one of the easiest ways online slot players can get into the festive spirit is by spinning the reels of Xmas themed slot games. The good news is that it looks like Santa has come early this year as there is already a multitude of fantastic new Xmas themed slot releases available to spin! This includes top titles such as Santa’s Xmas Rush,…
Safer Gambling Week 2024: An Important Conversation
For most people, gambling is a fun thing to do. A small deposit, a few wagers, or a cheeky flutter here and there can add a bit of thrill to your day. But for some, gambling can get out of control, creating financial and emotional challenges… or worse. That’s why Safer Gambling Week 2024 (SGW) which is running from Monday 18th of November to Sunday 24th of November is so…
Two Developments in UK Gambling Designed to Protect Players
The Department for Digital, Culture, Media and Sport (DCMS) has announced two measures to improve player protection designed to reduce the risks of gambling addiction while ensuring that more operators contribute to helping people affected. The changes involve new stake limits and a statutory levy. Let’s read more about it. 1. New Stake Limits While full details have yet to be outlined, based on the Gambling Review’s White Paper, the…
The UK's Christmas Favourites: Top Picks for a Festive Feast
As Christmas approaches, UK households gear up for traditions that make the festive season special. At the heart of the celebrations is the Christmas dinner, a feast that brings families together to enjoy a selection of beloved dishes, but what are Brits favourite dishes, sides and condiments? The team at WhichBingo.co.uk surveyed the nation to find out. These are the results… Christmas Dinner An everlasting favourite, it’ll perhaps be of…
Reader comments