CEO of Evoke praises growth in market share for William Hill and plans for a reversal of fortunes at 888
In the first quarter of 2025, Evoke Plc, the parent company of William Hill and 888, reported a significant 37% increase in Online EBITDA for its UK and Ireland operations, despite a flat overall revenue. This positive trend is indicative of the company's focus on profitable growth rather than growth for growth's sake, as reiterated by CEO Jens Widerstroem.
The financial performance of both William Hill and 888 has shown promising signs. William Hill, a leading UK sportsbook with a reputable brand and a wide sports offering, has reported a steady revenue climb in H1 2025, with a 3-5% increase in like-for-like sales and a significant 44% growth in EBITDA. The company's strong brand presence and good customer ratings are a testament to its effective adaptation to market changes and promotion of features like Cash Out and personalized betting options.
888, on the other hand, is currently undergoing a turnaround. Despite a decrease in UK&I revenue due to a scaling back of unprofitable marketing activity, the company has shown early gains from personalized marketing and improved segmentation. Widerstroem, CEO of Evoke, has highlighted a relaunch of 888's app and improved customer experience as key factors contributing to market share gains.
Evoke has implemented a more disciplined marketing approach, with data-led improvements to media mix measurement and targeting. For William Hill, the launch of a new customer value proposition impacts everything from pricing and promotions to product and customer experience.
In an effort to boost growth, Evoke has separated the management of the two brands, giving 888 a dedicated team. For 888, the focus remains on bringing the brand back to top-line growth. Despite the lower marketing spend, 888's revenue still grew in Q1 2025.
William Hill's overall revenue increased by 3% in Q1 2025, with the growth being driven by William Hill Vegas, which saw a 12% surge in Q1 2025. Evoke's global marketing spend was £12m lower year-on-year in Q1 2025, reflecting the company's commitment to profitable growth.
Looking forward, Evoke has reaffirmed its full-year profit targets and refinanced bank facilities to support growth and stability, with net sales and income trending upward into 2026 forecasts. The financial indicators, brand reputation, and burgeoning EBITDA demonstrate that William Hill and 888 are solidifying their positions within the UK and global betting markets post-merger, with marketing strategies contributing positively to this trend.
[1] Evoke Plc H1 2025 Report [2] William Hill Q1 2025 Performance Analysis [3] 888 Holdings Q1 2025 Results
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