What 888holdings does

evoke plc (formerly 888 Holdings) is a publicly listed betting and gaming group headquartered in Gibraltar and traded on the London Stock Exchange under the ticker EVOKE. The group owns and operates a multi-brand portfolio including William Hill (founded 1934), 888casino (founded 1997), 888sport, 888poker, Mr Green, and Winner, serving individual consumers across online and retail channels in regulated markets including the UK and Romania. Its offering spans online sports betting, casino gaming, poker, and 1,300+ physical retail betting shops in the UK, collectively serving more than 1.5 million players per month.

Name

888holdings

Legal name

evoke plc

Website

https://corporate.888.com

Company type

Public

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

evoke plc is a publicly listed betting and gaming group operating the William Hill, 888, Mr Green, and Winner brands, serving over 1.5 million monthly players across online and 1,300+ UK retail channels.

Ownership category

akta.pro rank

NAICS

Gambling Industries (7132)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Gaming, Betting & Prize Winnings Payouts (FSAMAKAN)

Keywords

• Online casino gaming
• Sports betting
• Online poker
• Retail bookmaking
• Real money gambling

Headquarters

HQ city

Herzliya Pituach, Israel

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure, Others

Revenue model

1. Online Betting and Gaming: The company generates revenue primarily from online sports betting, casino gaming, and poker operations across its portfolio of brands including William Hill, 888, Mr Green, and Winner. Revenue is generated through player wagers, house edge, and gaming fees.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

evoke plc (formerly 888 Holdings) is an international online and retail betting and gaming operator that offers real-money online casino, sports betting and poker products under multiple owned brands including 888casino, 888sport, 888poker, William Hill, Mr Green and Winner. The group combines a proprietary digital gaming platform with a UK retail estate of more than 1,300 betting shops and serves over 1.5 million monthly active players in regulated markets such as the UK and Romania.

Product overview

evoke plc operates a multi-brand platform portfolio of online betting and gaming products. The company owns and operates internationally renowned brands including William Hill (sports betting and gaming, founded 1934), 888casino (online casino, founded 1997), 888poker, 888sport, Mr Green, and Winner. These brands collectively serve sports betting, online casino, poker, and gaming markets across digital channels and include 1,300+ retail betting shops in the UK. The portfolio spans core markets including the UK, Romania, and other international jurisdictions.

Differentiator

Problem solved

Functional benefit

Brands

• William Hill: Iconic UK-founded sports and gaming brand (1934) offering sports betting and online casino.
• 888casino
• 888sport
• 888poker
• Mr Green
• Winner

Products and services

• 888casino
• 888sport
• 888poker
• William Hill (online and retail)
• Mr Green
• Winner

Named customers1 record

Segments1 record

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and historical.

• Bally's IntralotcoreStrategic or Co-development Partner · 1 January 2022evoke plc is subject to a proposed acquisition by Bally's Intralot, representing a significant corporate transaction that would reshape the company's ownership structure.
• Caesars EntertainmenthistoricalStrategic or Co-development Partner · 1 January 2022888 acquired William Hill from Caesars Entertainment in 2022, with Caesars having previously acquired William Hill Plc. This acquisition established evoke plc as one of the world's leading betting and gaming companies.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Entain plc: Entain owns Ladbrokes, Coral, bwin, partypoker, and BetMGM (joint venture). It directly competes with evoke plc in UK sports betting, online casino, and poker, with overlapping product mix, brand portfolio approach, and similar UK/European retail-plus-online distribution model.
• Flutter Entertainment: Flutter Entertainment operates Paddy Power, Betfair, Sky Betting & Gaming, FanDuel, and PokerStars. It is the closest direct peer, competing with evoke plc across online sports betting, casino, and poker in the UK, Europe, and internationally, with a comparable multi-brand portfolio and similar revenue scale.
• Bet365: Bet365 is one of the largest private online sports betting and casino operators globally, directly competing with 888sport and William Hill in core UK and European markets across the same online sportsbook and casino verticals.
• Kindred Group: Kindred operates Unibet, 32Red, and Bingo.com, competing directly with evoke plc in European online sports betting and casino. Its multi-brand digital-first approach and European geographic focus make it a strong comparable in online gaming.

Emerging players

• LeoVegas Group: LeoVegas is a mobile-first online casino and sportsbook operator with European focus. It competes with 888casino and Mr Green in mobile casino and represents an emerging digital-native player with overlapping target customers.
• DraftKings: DraftKings is a leading US-focused online sports betting and iGaming operator. While primarily US-based, it represents a significant emerging player in the same digital betting and gaming category and competes for international expansion attention in markets adjacent to evoke plc's footprint.

Regional players

• Betsson AB: Betsson operates multiple online gaming brands (Betsson, Betsafe, NordicBet, CasinoEuro) primarily focused on European and Latin American markets. It competes with evoke plc's888 and Mr Green brands in selected European jurisdictions and is most relevant as a regional European comparable.

Broad incumbents

• MGM Resorts International (BetMGM): MGM Resorts operates BetMGM (joint venture with Entain) and broader land-based casinos. It overlaps with evoke plc in online sports betting and iGaming but is far larger and diversified across hospitality, making it a broad incumbent rather than direct online competitor.
• Caesars Entertainment: Caesars owns Caesars Sportsbook and Caesars Digital, competing with evoke plc in online sports betting and iGaming. As the prior owner of William Hill (sold to evoke in 2022), it has deep familiarity with the assets and represents a broad US-focused incumbent with overlapping digital ambitions.
• Bally's Corporation: Bally's is the proposed acquirer of evoke plc (via Bally's Intralot). Beyond the transaction itself, Bally's operates Bally Bet and online casino in the US, making it a broad incumbent in the same online betting and gaming category with potential post-acquisition strategic overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/888-com

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about 888holdings