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Evoke Casino Network

The renamed 888 Holdings group behind 888, William Hill and Mr Green UK casino brands.

Last updated: 21 August 2026

Brands in this network

Evoke is the clearest example of why SisterBrand exists. William Hill and Mr Green do not look related. One feels like an old UK bookmaker, the other like a modern casino brand, and 888 has a third identity again. A player using all three would not necessarily suspect that the same public group sits above them.

The parent-company clue is the May 2024 rename. Evoke's own announcement says 888 Holdings plc completed its rebrand to evoke plc on 13 May 2024, while the consumer-facing brands William Hill, 888casino, 888sport, 888poker and Mr Green continued under their existing names. That is why most players know the brands, not the parent.

Use this page with the 888casino sister-sites guide, the William Hill sister-sites guide and the Mr Green sister-sites guide. The brand pages explain the player-facing checks. This network page explains why those checks belong in one group view.

  • 888casino
  • 888 Poker
  • 888sport
  • William Hill
  • William Hill Vegas
  • Mr Green

Corporate history and structure

Evoke plc is the renamed public parent formerly known as 888 Holdings plc. The group says it is incorporated in Gibraltar, headquartered and listed in London, and owns internationally recognised brands including William Hill, 888 and Mr Green. The new name did not change the customer brands, which is the point that makes this network useful for comparison.

The major structural change happened before the rename. On 1 July 2022, 888 announced through RNS that it had completed the acquisition of the international, non-US business of William Hill from Caesars Entertainment. The completion announcement says the enlarged group included 888, William Hill and Mr Green, and would initially report through 888, William Hill Online UK, William Hill Retail UK and William Hill International segments.

That acquisition changed the UK footprint. 888 was already an online casino, poker and sports brand. William Hill added a large retail betting estate, a major online sports brand and William Hill Vegas. Mr Green arrived through the William Hill side of the chain, because William Hill had acquired Mr Green & Co AB in 2019.

The result is a group where visual similarity is almost useless. William Hill, Mr Green and 888 are deliberately different brands. The reliable trail is corporate ownership, the UKGC register, company filings, domain records and terms language.

  1. 1997888 beginsThe 888 business starts before building 888casino, poker and sports brands.
  2. 2019William Hill buys Mr GreenMr Green joins the William Hill side of the future group.
  3. 2021Caesars acquires William HillCaesars keeps the US focus and plans to sell the non-US business.
  4. 2022888 completes William Hill deal888 buys William Hill International from Caesars on 1 July 2022.
  5. 2024888 Holdings becomes evokeThe parent changes name on 13 May 2024; consumer brands stay the same.

UKGC licences held

The Evoke network is not one UKGC account. It is a parent group with several separate regulatory records. That matters for account limits, bonus restrictions, verification checks and responsible gambling controls, because terms may refer to group companies while the licence holder remains brand-specific.

The Gambling Commission register shows 888 UK Limited, account 39028, with active remote bingo, casino, real-event betting and virtual-event betting permissions. Its listed domains include 888.co.uk, 888.com, 888casino.com, 888poker.co.uk, 888poker.com and 888sport.com. That is the main record for the 888 brand family.

William Hill is split across two UK records. WHG (International) Limited, account 39225, trades as William Hill Online and lists www.williamhill.com as its matching domain. William Hill Organization Limited, account 2752, trades as William Hill and holds non-remote betting permissions plus remote betting and software permissions. That split is why the online and retail checks should not be collapsed into one line.

Mr Green is the awkward part of the map. Mr Green Limited, account 39264, appears on the register, but its remote bingo and casino permissions are marked surrendered with an end date of 28 October 2024. That confirms the historic UKGC record and the brand's group connection, but it also means the current UK availability and licence trail need checking before treating Mr Green like an active UK casino licence.

Frequently Asked Questions

Yes. The parent company completed its rebrand from 888 Holdings plc to evoke plc on 13 May 2024. The consumer brands did not change names, so players still see 888casino, 888sport, 888poker, William Hill and Mr Green rather than evoke in everyday use.

They are connected through the same wider corporate group, even though they look unrelated to players. William Hill acquired Mr Green before the William Hill international business was bought by 888, and the renamed evoke group now identifies both brands in its portfolio.

No. The UKGC register shows separate records for 888 UK Limited, WHG (International) Limited, William Hill Organization Limited, Mr Green Limited and Evoke Plc. That is why a brand can be in the same group while still needing its own account and domain check.

Mr Green Limited remains visible on the public register, but its remote bingo and casino permissions are marked surrendered from 28 October 2024. That means the corporate connection is verified, while current UK-facing availability needs checking against the live domain and terms.

It can, but only where the terms say so. Operators may review customers across group-company accounts for verification, risk, safer gambling or promotional abuse. Players should check each brand's bonus terms rather than assuming William Hill, 888 and Mr Green all share identical rules.

Start with the brand footer and copy the legal entity. Then check the UKGC public register, domain tab and, where needed, Companies House or group filings. If the evidence stops at similar branding or similar promotions, treat the site as comparison-only.

Responsible Gambling

Gambling involves risk. Only bet with money you can afford to lose. Players must be 18+ to gamble in the United Kingdom. If you are struggling with gambling, contact BeGambleAware (0808 8020 133), GamCare (0808 8020 133), Gambling Therapy, or Gamblers Anonymous.