UK retail landscape shifts with William Hill stores showing signs of recovery
In the dynamic world of gaming and sports betting, Evoke—formerly known as 888—has shared its optimistic outlook for the upcoming year. The company, which manages a diverse portfolio that includes brands such as William Hill, 888, and Mr Green, is forecasting a robust full-year revenue growth of between 5% and 9% in 2025 compared to the previous year.
This anticipated growth is expected to be underpinned by enhanced product delivery, improved marketing returns, and ongoing cost-saving initiatives across all major brands. Notably, the company anticipates its adjusted EBITDA margin to reach at least 20% for the year.
Looking at the first half of 2025, Evoke expects to report a 3% increase in revenue, or a 4% growth on a constant currency basis, compared to the same period in 2024. The online segment was a key driver, with online revenue growing around 6% year-on-year in Q2, a growth notably stronger than the company-wide average. This strong online performance helped offset a more challenging sportsbook performance, which was impacted by the absence of a major football tournament.
Evoke’s retail arm also returned to growth, buoyed by the rollout of 5,000 new gaming machines and resulting double-digit growth in the gaming division. The company anticipates H1 adjusted EBITDA to be in the range of £163–167 million, representing roughly 43% growth at the midpoint compared to the previous year.
Evoke’s management has expressed confidence in maintaining momentum into the second half of 2025, citing a disciplined focus on core markets, product innovation, and ongoing cost discipline. The company reaffirmed its full-year guidance following a strong Q2, which was its second-best quarter since early 2023. Full interim results will be published in August 2025.
In summary, Evoke has delivered solid revenue growth in the first half of 2025, led by a 6% increase in online gaming and a rebound in retail, while maintaining profitability and cost discipline. The company remains on track to meet its full-year revenue growth target of 5–9%, with further details expected at its interim results in August.
Source: Ted Orme-Claye, writing for SBC News.
Evoke, the parent company of William Hill, is listed on the London Stock Exchange (LSE). The majority of Evoke's portfolio consists of online betting and gaming, with William Hill encompassing both retail and online operations. The company manages the Mr Green casino as well.
This news serves as a positive indicator for the gaming and sports betting industry, with Evoke's strong performance setting a promising tone for the rest of the year.
- The robust growth forecasted by Evoke, a London Stock Exchange-listed company managing brands like William Hill, Mr Green, and 888, in the technology-driven sectors of online betting and gaming, is anticipated to be fueled by improved marketing returns, cost-saving initiatives, and increased online gaming revenue.
- The positive financial outlook in the sports betting and gaming industry is reinforced by Evoke's strong business performance in the first half of the year, with a 6% increase in online gaming revenue, a rebound in retail operations, and a maintained focus on profitability and cost discipline, positioning the company well to meet its annual revenue growth target of 5-9%.
