What Evoke PLC does

Evoke PLC (formerly 888 Holdings PLC) is a publicly traded online betting and gaming operator listed on the London Stock Exchange under ticker EVOK, headquartered in Gibraltar and incorporated there. The company serves over 1.7 million players per month across 15 countries through a portfolio of six consumer brands: William Hill (sports betting, gaming, and 1,000+ UK retail shops), 888casino, 888sport, 888poker, Mr Green, and Winner. Approximately 90% of revenue is generated from five core markets — UK, Italy, Spain, Romania, and Denmark — through three operational divisions: UK & Ireland Online, International Online, and UK Retail.

The company's technology stack includes proprietary platforms developed internally and acquired through deals such as the BetBright sportsbook (2019). Its in-house Section8 game studio creates exclusive casino content for 888casino, which offers over 2,500 games including one of the largest live casino selections globally. Other proprietary products include the Poker8 platform (launched 2020) offering Texas Hold'em, Omaha, and variants like BLAST and SNAP fast-fold poker, the Control Centre safer gambling tool, and the multi-award-winning Green Gaming responsible gaming feature. Evoke also operates 888AFRICA, a joint venture in regulated African markets.

Evoke generates revenue primarily through transaction-based online wagering and gaming (sports betting handle, casino gross gaming revenue, poker rake) and UK retail betting shop income. FY2025 revenue was £1,782 million with Adjusted EBITDA of £356 million (up 14% YoY), though the company carries approximately £1.8 billion of net debt inherited largely from the transformational £2.2 billion acquisition of William Hill completed in July 2022. The company is subject to a recommended all-share acquisition by Bally's Intralot S.A. at 52p per share (£243.1 million total consideration) announced June 2026, pending regulatory approval. UK regulatory headwinds include the doubling of Remote Gaming Duty from 21% to 40% effective April 2026, prompting the announced closure of approximately 230 William Hill retail shops through Q2 2026.

Name

Evoke PLC

Legal name

evoke plc

Website

https://evokeplc.com

Company type

Public

Founded year

1997

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Evoke PLC is a publicly traded multi-brand online and retail betting and gaming operator serving over 1.7 million monthly players across the UK, Italy, Spain, Romania, and Denmark through brands including William Hill, 888, Mr Green, and Winner, with FY2025 revenue of £1,782 million.

Ownership category

akta.pro rank

Product category

Online Gambling and Betting

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industries

Retail Sportsbooks (On-Premise, Kiosks & In-Venue) (MPAEACAB), Sportsbook Retail Technology (Terminals, POS, Self-Service Betting) (MPAEACAN), Customer Engagement (CRM, Loyalty, Promotions & VIP) (MPAEACAI)

Keywords

• Online sports betting
• Online casino gaming
• Retail betting shops
• Online poker platforms
• Digital gambling services

Headquarters

HQ city

Herzliya

HQ country

Israel

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel

Revenue model

1. UK & Ireland Online: Sports betting and gaming brands including William Hill, William Hill Vegas, and 888casino serving the UK and Ireland market. Revenue declined 3% in H2 2025 with sports revenue down 12% due to prior-year operator-friendly results.
2. International Online: Serves customers worldwide with primary focus on Italy, Spain, Romania, and Denmark. International revenues climbed 8% in Q3 2025 with particularly strong performance in Denmark (19% growth).
3. UK Retail: William Hill retail estate with over 1,000 shops offering betting and gaming products on UK high streets. Retail delivered 6% growth in Q3 2025. Company plans to close approximately 200 betting shops due to tax increases.
4. Romania Operations (Winner.ro): Winner.ro online sports betting and casino brand acquired in October 2024, integrated with Evoke's existing Romania operations. Romania established as Evoke's fifth core market.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Evoke PLC operates a multi-brand online betting and gaming business offering sports betting, online casino, poker, and retail betting products through the William Hill, 888casino, 888sport, 888poker, Mr Green, and Winner brands. The group serves over 1.7 million players per month across digital platforms and more than 1,000 UK high street shops, with a geographic focus on five core regulated markets: the UK, Italy, Spain, Romania, and Denmark.

Product overview

Evoke PLC operates a multi-brand betting and gaming platform comprising six core consumer brands: William Hill (sports betting and gaming with retail presence), 888casino (online casino with 2,500+ games), 888sport (sports betting), 888poker (online poker), Mr Green (premium online gaming with responsible gambling tools), and Winner (Romanian-licensed sports betting and casino). The portfolio spans online casino, sports betting, and poker products across UK, Italy, Spain, Romania, Denmark, and other international markets. The company also owns proprietary technology platforms including the BetBright sportsbook technology. The three operational divisions are UK&I Online, International Online, and UK Retail.

Differentiator

Problem solved

Functional benefit

Brands

• William Hill: Iconic UK-founded sports betting and gaming brand with over 1,000 high street shops and global online presence. Core markets: UK, Spain, Italy.
• 888casino
• 888sport
• 888poker
• Mr Green
• Winner

Products and services

• William Hill Iconic UK sports betting and gaming brand with over 1,000 high street retail shops and digital expansion through online and mobile platforms, serving consumers in the UK, Spain, and Italy.
• 888casino Online casino founded in 1997 as one of the first online casinos, offering over 2,500 games from top providers and exclusive in-house games developed by Section8 studio, with one of the largest selections of live casino tables globally.
• 888sport Sports betting platform positioned as a challenger brand with an innovative sports experience in core markets of UK, Spain, and Italy.
• 888poker Online poker platform with millions of players from over 100 countries, offering Texas Hold'em, Omaha Hi-Lo, 7 Card Stud and variants including BLAST and SNAP fast-fold poker.
• Mr Green Premium online gaming brand featuring casino, slot games, and personalised sports betting with strong Nordic presence in Denmark and Sweden and the multi-award-winning Green Gaming responsible gambling tool.
• Winner Romanian-licensed online sports betting and casino brand offering real-time betting on major sports events and diverse online casino games.
• William Hill Vegas Online casino sub-brand of William Hill offering casino gaming products to UK and Ireland consumers.

Quantifiable outcome

• FY25 Revenue: £1,782m with 14% increase in Adjusted EBITDA to £356m
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• OX SecuritycoreTechnology or Integration · 17 December 2025888 Holdings, a subsidiary of Evoke, deployed OX Security's Active ASPM platform to centralize and streamline application security operations across its global technology infrastructure. The implementation provided centralized control, enhanced vulnerability prioritization, improved developer engagement, and increased DevOps resilience scores.
• New Gambling Solutions S.R.L. (Winner.ro)coreStrategic or Co-development Partner · 1 October 2024Evoke acquired a 51% stake in New Gambling Solutions S.R.L., the company behind Romania's Winner.ro, for €10 million. The deal integrated Winner.ro with Evoke's existing Romania operations, establishing Romania as Evoke's fifth core market.
• Bally's IntralotcoreStrategic or Co-development PartnerBally's Intralot S.A. (formed after Intralot's €2.7 billion acquisition of Bally's International Interactive in 2025) proposed to acquire Evoke for approximately £243.1 million at 52p per share in an all-share combination with partial cash alternative. The deal combines two major brands under single ownership with regulatory approvals expected later in 2026. Deutsche Bank and Jefferies Finance are providing bridge financing.
• Virgin Hotels Las VegasminorStrategic or Co-development PartnerWilliam Hill expanded its US presence through a new partnership with Virgin Hotels Las Vegas to oversee sportsbook operations at the hotel and casino property.
• 888AFRICAminorStrategic or Co-development PartnerIn March 2022, Evoke (then 888 Holdings) announced a strategic investment in 888AFRICA, a joint venture with industry veterans focused on regulated African markets. The first four markets launched in September 2022.
• Authentic Brands GroupminorOEM/ Whitelabel/ Licensing PartnerIn June 2021, 888 announced a partnership with Authentic Brands Group to launch SI branded betting and gaming products in the US, including SI Sportsbook which launched in Colorado in September 2021.

Scale indicators10 records

Recent moves10 records

Expansion highlights4 records

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Evoke PLC