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66 Brand Capital Score

A weighted composite of this company’s brand-capital drivers, 0 to 100.

67Brand equityThe brand as a durable commercial asset, 0 to 100.
-1MomentumThe change in the score since it was last derived.
-3% YoYGrowthReported revenue growth year on year.
3SignalsPublished market signals that name this company.
B2C operatorAgreed Takeover by Bally's Intralot

888 / Evoke

Current signalAcquired, Bally's Intralot

The read

Evoke plc (formerly 888 Holdings; owns William Hill, 888, Mr Green) agreed an all-share takeover by Bally's Intralot on 5 June 2026 valuing it at ~£243M ($326M), a 138% premium to its pre-strategic-review price. The review was triggered by a UK remote-gambling tax hike announced December 2025; Evoke ended 2025 with ~£1.86B of debt.

Completion is expected Q4 2026 / Q1 2027.

What is on this page

The public read on 888 / Evoke. What it scores, what that score is built from, and where it sits against its shortlist. Plus all 3 market signals naming it. Every one of the 46 companies here is read the same way.

What a review adds

The free read stops at the position. A review adds the forward view: where it is losing you money, what closing it is worth, and the moves in order. It is scored from 888 / Evoke’s own evidence, and you get it within 48 hours of asking.

The position

Where 888 / Evoke’s value sits

What the name is carrying, and the figures this company is tracked on.

The Brand Capital Score is 0 to 100. It combines the 6 drivers below into one number. Every company on the board is scored the same way. It answers one question: how much of this company’s worth its brand and its customers have built, and how much it has to buy again every quarter.

888 / Evoke scores 66, brand equity 67. That is 13th of 21 operators. A buyer shortlists three to five names and compares only those, so the score reads as a position in the field.

Brand-capital position

Brand equity 67 still understates William Hill's hidden value: 130 years of equity and top-3 UK aided awareness. It is now passing to an owner whose core identity (lottery and business systems) sits awkwardly against a heritage bookmaker brand.

Whether Bally's Intralot looks after it or runs it down is the post-deal brand-capital question.

What is being tracked
  • 5 Jun 2026: agreed all-share takeover by Bally's Intralot, ~£243M / $326M
  • 138% premium to 9 Dec 2025 (pre-review) price; partial cash alternative ~£117M
  • Review triggered by Dec 2025 UK remote-gambling tax hike; ~£1.86B debt
  • Completion expected Q4 2026 / Q1 2027; ~£889M financing from TPG/Oaktree/OHA
Peter Nikashin, Enterprise Value Architect
Peter Nikashin,
Enterprise Value Architect
▲ Reading 888 / Evoke

888 / Evoke’s brand is worth more than its numbers currently show. That gap is room to charge more that nobody is using.

I grow your brand, your customers, and the money they bring in.

Your budget buys activity. I turn it into things that build over time: the price you can hold, the customers who stay, and what a buyer will pay for the business. Every move is specific, in order, and tied to a number.

Explore the system →

Every quarter you wait, the gap grows on itself.

The read in numbers

888 / Evoke against the board

Four views of one company — what the score is built from, how much of it is brand, who it is weighed against and which way it is moving. Hover any figure for what it means.

The driver scorecard
Revenue & growth 62
Brand equity 67
Product differentiation 64
Retention 60
Regulatory standing 68
Digital 64
Brand equity in rust.

The 6 things the composite is built from, each scored 0 to 100 on the same basis as every other company on the board.

Why it matters

A single score hides where the value sits. Two companies scoring 70 can be very different businesses. The difference is what a buyer pays for.

Strongest on Regulatory standing, weakest on Retention. Brand equity sits at 67, and that is the driver that keeps paying after a good quarter ends.

Brand equity against the composite
66 Composite 67 Brand equity
050100
+1points ahead of the composite
Brand is carrying this score.

Both figures on one 0 to 100 axis. The banded distance between the two marks is the whole point of the chart.

Why it matters

Discounting can buy revenue. It cannot buy brand equity. When brand sits below the overall score, the business has to keep re-earning its position. That shows up in the price a buyer will pay long before it shows up in revenue.

Brand equity leads the composite by 1. The name is worth more than the numbers currently show. That is a chance to charge more.

The nearest peers
Rush Street Interactive 71
Kaizen Gaming 69
Penn / ESPN Bet 68
888 / Evoke 66
Hard Rock Digital 63
Super Group / Betway 61
This company in rust.

The five companies scored closest to this one, ranked by composite.

Why it matters

Nobody is evaluated against the whole market. A buyer builds a shortlist of three to five comparable names, and these are the ones that would sit on it.

Within this set the spread is 10 points, so the composite alone will not separate them. Whatever decides the shortlist happens on the drivers underneath.

Momentum against the cohort
888 / Evoke -1
Cohort median flat
Centre line is no change.

This company's score change beside the median change across its side of the board. The centre line is no movement.

Why it matters

Direction matters more than level over time. A company gaining on a flat field is building its position. One sliding while the field rises is losing ground twice.

Moving at -1 against a group median of flat. Losing ground relative to the field even before the absolute change is read.

The next step on 888 / Evoke

Request an in-depth company review

The review, the diagnostic and the market-data forecast: what the company is worth today, where it is losing value, and what the next four quarters look like if nothing changes.

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