888 Rebrands as Evoke as Shareholders Approve New Identity

Gambling powerhouse 888 announced that it has officially completed its rebranding as evoke. The new identity is meant to better reflect the company’s multi-brand operating model and mission to provide cutting-edge entertainment to players.

The move received almost unanimous approval as approximately 99.8% of shareholders voted in favor of the group’s name change. As evoke, the company formerly known as 888 will trade under the EVOK ticker symbol on the LSE.

The rebranding is a part of evoke’s strategy to improve its business and generate more value. It aligns with CEO Per Widerström’s goal to reform the company and capitalize on its strengths.

Evoke, which is the company behind industry-leading brands such as William Hill, 888sport, 888casino, 888poker and Mr Green also noted that the transition reflects the group’s values as it would unify all employees under a clear identity. Alongside the company’s strategic framework and value creation plan, the move will underpin the business as it strives to reach its “significant potential.”

Evoke’s announcement added that its B2C brands will continue to operate under their original names.

The Rebranding Marks the Beginning of an Exciting Future

Per Widerström, chief executive officer of evoke, commented on the matter, saying that the rebranding marks the beginning of an 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.

Per Widerström, CEO, evoke

CEO Widerström also added that his team is confident that it can solidify evoke’s position as a leading wagering giant.

While shareholders were favorable to the change of 888’s identity, they failed to reach the same level of agreement on two special resolutions that would have renewed the directors’ authority to allot equity securities for cash without first offering them to shareholders and renew the directors’ authority to allot equity securities for cash in connection with an eligible acquisition or specified capital investment without first offering them to shareholders.

In other news, evoke recently refinanced £450 million of debt, in line with its deleveraging efforts. The company’s William Hill brand, on the other hand, is reportedly on the verge of signing a sponsorship deal with the SPFL.