Evoke

Company History and Founding

Evoke plc traces its origins to May 1997 when it was incorporated as Virtual Holdings Limited by the Shaked and Ben‑Yitzhak brothers. The company launched its first website, Casino-on-Net, and established an administrative centre in Antigua before moving headquarters to Gibraltar in 2003. It was listed on the London Stock Exchange in 2005 as 888 Holdings plc. Over the following two decades, 888 built a diversified portfolio of online gaming products including poker, casino, sports betting, and bingo, growing through both organic expansion and acquisitions.

The William Hill Acquisition and Rebranding

In a landmark 2022 transaction, the group acquired the William Hill business from Caesars Entertainment for approximately £2 billion, doubling its scale and making it a dominant player in UK retail betting and online gaming. The deal also strengthened the group's presence in Italy and other regulated markets. In July 2022, 888 sold its Bingo and Dragonfish B2B operations to sharpen focus on core betting and gaming. A new management team, led by CEO Per Widerström (appointed October 2023) and CFO Sean Wilkins, was installed to drive a Value Creation Plan. In May 2024, the company formally changed its corporate name to evoke plc, aiming to unify its mission and values while leaving strong consumer brands intact.

Business Model and Revenue

Evoke operates primarily in regulated markets and generates the vast majority of its revenue from online sports betting and casino operations. Its five core markets – UK, Italy, Spain, Romania (bolstered by the 2024 acquisition of Winner.ro), and Denmark – contribute approximately 90% of total revenue. The company also maintains a retail presence through over 1,100 William Hill betting shops in the UK and operates in Eastern Europe, Latin America, and Africa via joint ventures such as 888AFRICA. In FY2025, group revenue reached £1.78 billion, up 2% year‑on‑year, but operating losses were reported partly due to impairment charges related to William Hill goodwill and increased UK remote gaming duty. Net debt stood at £1.86 billion at year‑end 2025.

Products and Brands

The company's portfolio includes some of the most recognised names in iGaming. William Hill remains one of the oldest and most trusted sports betting brands in the UK, offering both online and retail betting. 888casino provides a wide range of slot games, table games, and live dealer experiences. 888sport covers major global sports with competitive odds and live betting, while 888poker is a prominent European poker network. Mr Green is a premium casino and sportsbook brand focused on responsible gaming. The recent addition of Winner.ro solidifies Evoke's position in the Romanian market.

Strategy and Recent Developments

Evoke's strategy centres on leveraging its proprietary technology platform, enhancing customer experience through data‑driven personalisation, and expanding in high‑growth regulated markets while exiting non‑core US B2C operations. In December 2025, the board commenced a strategic review following the UK budget announcement that raised remote gaming duty, signalling potential structural changes to maximise shareholder value. The company also announced plans to withdraw from the US B2C market to concentrate on its core European footprint.