888 Holdings has rebranded itself as Evoke plc. The company revealed this alteration in March, following the release of its financial performance for 2023.
Shareholders greenlit the name shift at the company’s Annual General Meeting on May 13th. The company will now be listed on the London Stock Exchange under the ticker symbol EVOK.
Evoke signifies a fresh start for the company, embodying a consolidated strategy and outlook. The company asserts it will persist in delivering top-notch betting and gaming experiences.
During the recent gathering of stakeholders, the shareholders cast their votes to reinstate several board members. In addition, they elected Per Widerström, the chief executive officer of 888, to the board. Ernst & Young LLP and Ernst & Young Limited were also reappointed as the company’s financial overseers.
The rebranding of 888 is part of a larger plan.
Widerström stated when the rebranding was first announced that Evoke would be an opportunity to “restart” 888.
“We have a significant amount of work ahead of us. This will be a realignment of the business,” he stated. “However, we are aware of what success looks like and have a clear plan to achieve it. This will be accomplished with a strong emphasis on execution.”
888 emphasized that the rebranding will be a component of a broader strategy aimed at increasing profits, referred to as the Value Creation Plan. The plan includes six strategic initiatives that commenced last year when Widerström was appointed as the chief executive officer, followed by the appointment of a strengthened management team. The strategy was also outlined in 888’s annual financial report.
One of the more prominent initiatives is “Operations 2.0,” which Evoke will utilize artificial intelligence to enhance its daily operations.
“I am a strong supporter of AI, as long as it is used appropriately,” Widerström stated in March. “As outlined today, ‘Operations 2.0’ is all about the proper way [to implement AI].”
The rebranding of 888 follows a turbulent period.
888 agreed to rebrand to Evoke plc after a tumultuous year. In June, FS Gaming – an investment firm backed by former GVC (now Entain) CEO Kenny Alexander – acquired a 6.57% stake in 888.
After this, FS Gaming proposed placing three ex-Entain leaders at the helm of 888. This would put Alexander in the top spot. Former Entain leader Lee Feldman would also become the head of 888, and Stephen Morana would become the financial chief.
Following this, the UK Gambling Commission started an inquiry into 888 due to an HMRC investigation into Entain’s past Turkish operations. This investigation finished last November, with Entain agreeing to pay a hefty sum in a delayed prosecution agreement.
In August, FS Gaming revoked its voting rights agreement with former Entain CEO Shay Segev. The committee declared that it would not take any action against Alexander’s attempt to take control of management earlier this year.
Last month, 888Sport was also added to a list of over 40 banned operators in the Dominican Republic as the country began to re-regulate its gambling industry.
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