EVOKE, a new name for 888

Lea Hogg March 28, 2024

SiGMA news

EVOKE, a new name for 888

The London-listed gambling group, 888, has announced a significant change in its corporate identity. The company has decided to rebrand itself as “Evoke”, a name that it believes better represents the scale and diversity of its operations. This decision is part of a broader strategic plan aimed at enhancing profitability and strengthening the company’s position in the market.

The rebranding announcement comes in the wake of the appointment of Per Widerström as the new Chief Executive Officer in October of the previous year. Widerström, a seasoned professional in the online gambling industry, has been tasked with the responsibility of revitalizing the company, which has been grappling with substantial debt, compliance issues, and management instability.

The company’s decision to change its name to Evoke is a strategic move designed to underscore the robustness of its multi-brand operating model. The company believes that the new name will more accurately reflect its mission and vision, which is to enrich life by providing players with superior betting and gaming experiences.

In addition to owning the 888 operations, the company also owns William Hill, a renowned name in the gambling industry. The rebranding initiative is expected to bring about a positive change in the company’s image and help it establish a stronger presence in the competitive gambling industry.

Creating a more rewarding experience for players

As part of the strategic overhaul, Widerström has put together a new executive team, which includes a Chief Financial Officer, a Chief Technology Officer, and a Product Head. This new team is expected to bring fresh perspectives and innovative ideas to the table, thereby contributing to the company’s growth and success in the future.

The announcement of the name change was made on Tuesday, and it has been received positively by the market. The company’s stakeholders are optimistic that this change will pave the way for a brighter and more prosperous future for Evoke. With its new identity, the company is all set to embark on a journey of transformation and growth, aiming to create a more engaging and rewarding experience for its players.

This rebranding marks a new chapter in the company’s history, and it is a testament to its commitment to continuous improvement and innovation. As Evoke, the company is poised to reach new heights and set new standards in the world of online gambling. The future indeed looks promising for Evoke, and it will be interesting to see how this strategic change unfolds in the times to come.