888 Holdings to Rebrand as Evoke PLC in 2024

New Name, New beginnings

In a significant shake-up within the online gaming industry, 888 Holdings, known for overseeing renowned online casino platforms like 888 Casino and Mr Green, is gearing up for a substantial transformation this year. The company has unveiled plans to undergo a name change. It is rebranding itself as Evoke PLC, signaling a notable evolution in its identity and strategic direction.

The decision to adopt a new name is part of a broader initiative. This initiative is aimed at restructuring 888’s operations. It is embracing a multi-brand approach, following its acquisition of William Hill’s non-US assets two years ago.



Under the leadership of newly appointed CEO Per Widerström, who assumed the role in October 2023, 888 Holdings embarks on a transformative journey to fortify its market position and enhance operational efficiency. The company reported a robust 41% surge in annual profits last year, reaching £308.3 million.


Widerström emphasized that the rebranding heralds an exciting new era for the company. Moreover, it is underscoring its dedication to innovation and customer-centric offerings. The transition to Evoke PLC encapsulates the company’s vision to deliver unparalleled betting and gaming experiences, promising top-notch services to players for years to come. Shareholders of 888 are slated to vote on the proposed name change at the forthcoming annual meeting next month.


Strategic Revamp

As part of its strategic revamp, 888 Holdings is prioritizing core markets such as the UK, Italy, Spain, and Denmark. Those markets collectively contribute 85% of its total revenue. The company aims to streamline its operational framework, harnessing automation and artificial intelligence to drive efficiency and elevate the overall player experience.