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888 has completed its rebrand to evoke plc after shareholders at yesterday’s (13 May) Annual General Meeting approved the previously announced plan.

The operator said the rebrand would unify employees under one identity and will work, alongside the company’s strategic framework and Value Creation Plan, to support the business’ growth.

Shareholders voted to approve the new corporate identity by 99.79% in favour to 0.21% against at the AGM, making the company the latest UK-facing operator to rebrand in recent years.

Evoke’s UK high-street competitors, Flutter Entertainment and Entain, rebranded in 2019 and 2020 respectively.

CEO Per Widerström (pictured) said: “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.”

The operator emphasised that all of its consumer-facing brands, including William Hill, 888casino, 888sport, 888poker and Mr Green will continue under their original names.

Evoke’s Value Creation Plan

In evoke’s March FY23 results, the company announced a strategic reset it titled its Value Creation Plan.

Widerström said in this announcement that regulatory and compliance changes made in recent years in key regulatory and dotcom markets had changed the mix of the business.

This, he argued, has meant that the combined company is fundamentally different to how it was in the past, making necessary a new name.

Evoke was rocked by a series of shocks in recent years, including the resignation of CEO Itai Pazner in January 2023 due to a Middle Eastern compliance scandal.

The company’s licence was also placed under review by the UK Gambling Commission following a plot by investor FS Gaming to install former GVC chief executive Kenny Alexander as CEO.

This review followed an investigation into GVC’s Turkish business under Alexander’s leadership.

Special resolutions fail to pass

At the AGM, two special resolutions recommended by the board of directors failed as they did not cross the 75% shareholder approval threshold.

The resolutions were intended to renew the directors’ authority to allot equity securities for cash without first offering them to shareholders, and do so in connection to an acquisition or capital investment.

Evoke said: “The board takes the outcome of shareholder votes extremely seriously and will engage with shareholders and shareholder advisory bodies to ensure their feedback continues to inform the company’s approach to governance.”

As such, the company said it plans to publish the outcome of shareholder engagement regarding the failed resolutions within six months.

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