888, one of the world’s largest gambling companies, has announced it is changing its name to evoke plc following a turbulent year that has seen the operator overhaul its senior management team and withdraw from the US gambling scene.
The name change comes as 888 looks to chart a new course under the leadership of Per Widerström, a seasoned gambling industry veteran who was appointed CEO in October 2023.
The group, which owns brands such as 888casino, 888poker, and William Hill, announced its new name of evoke plc alongside a raft of other strategic initiatives that will reset 888’s operating model with a focus on automation and artificial intelligence.
These latest moves will aim to streamline operations, reduce costs, and allow evoke plc to concentrate on its core markets: the United Kingdom, Italy, Spain, and Denmark.
Announcing the move, 888 said its name change would “better reflect the strength of the group’s multi-brand operating model and its vision and mission to make life more interesting by delighting players with world-class betting and gaming experiences.”
Widerström, who has previously held roles with Gala Coral and others, also hailed the announcement as marking “the beginning of an exciting new dawn for this business.“
The proposed alteration of the group’s name is contingent upon obtaining approval from shareholders during the annual general meeting scheduled later this year.
888 Holdings: A Brief History
A true pioneer of the online gambling scene, 888 Holdings was founded in 1997 by Israeli entrepreneurs Avi and Aaron Shaked and Shay and Ron Ben-Yitzhak. That same year, they launched their flagship brand, 888casino, establishing it as one of the world’s first online casinos.
Building on the success of 888casino, the company expanded its offerings with the launch of 888poker in July 2002, capitalizing on the so-called Poker Boom of the early 2000s. Over the years, 888 Holdings acquired and launched several other brands, including 888sport, Mr Green, and SI Sportsbook.
In another significant milestone, 888 Holdings broke new ground in 2013 when it became the first exclusively online casino to be granted a license in the United States through the 888casino brand.
More recently, 888 Holdings created waves in June 2022 when it acquired William Hill’s international (non-US) business, bringing one of the UK’s largest and most recognizable sportsbooks and casino brands into the fold.
Finally, this week, 888 Holdings announced it will change its name to evoke plc, reflecting its evolution into a diversified gaming and entertainment group.
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Casino Content Executive
Casino Content Executive