Part of the company’s new strategy

888 Holdings officially completes rebranding to Evoke plc

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Betting company 888 Holdings announced that it has officially completed its rebranding to Evoke Plc.

The rebrand, which was subject to shareholder approval, was implemented on May 13th at 888’s annual general meeting (AGM). 284,646,548 votes were cast in favor of the move while 595,372 voted against it. In addition, 24,741 votes were withheld.

The company in a press release said: “With a number of industry-leading brands, Evoke has a clear mission: to make life more interesting by delighting players with world-class betting and gaming experiences.” Evoke’s portfolio includes brands like William Hill, 888sport, 888casino, 888poker, and Mr Green.
Evoke says that it will seek to build on its strengths, “from proprietary technology to award-winning content, to drive growth while ensuring player safety is the heart of everything it does."

The company added that the transition to Evoke "better reflects the group’s values and unifies colleagues under one clear identity." Alongside its strategic framework and value creation plan, the company hopes the move will support the business in reaching further potential.

Per Widerström, CEO of Evoke, commented: “Today marks the start of Evoke’s exciting future. By bringing our business together under a single, unifying brand identity, Evoke reflects our future-focused mindset and our commitment to bringing world-class betting and gaming experiences to our customers all over the world.

“With our clear strategic framework and value creation plan, we are confident that we can cement evoke’s place at the heart of the global betting and gaming industry for years to come.”

888 will begin now begin trading on the London Stock Exchange (LSE) under the symbol EVOK. The shareholders at the AGM re-elected CEO Per Widerström as the company director. Ernst and Young LLP and EY Limited were also re-appointed as the company’s auditors.

The company announced its FY23 results in March. 888 Holdings, now Evoke, generated revenue of £1.70 billion ($2.1 billion) for the twelve months, a rise of 37%, although net loss continued year-on-year .

Meanwhile, for the three months from January 1st to March 31st, it reported that revenues were "slightly ahead" of expectations at £431 million ($534.9 million).

While revealing the name change in March, Widerstrom said that the move was part of the company's plan of consolidating focus on core markets, streamlining operations through automation and artificial intelligence, eliminating redundancy, and driving enhanced cost efficiencies.

Widerström at the time had said that Evoke would be a chance to reset 888. “We have a lot of work to do. It is a reset of the business,” he said. “But we know exactly what success looks like and we have a clear strategy to get there. This will be delivered with a laser focus on execution.”

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