William Hill and 888casino: A Factual Comparison

Which brands are compared

William Hill and 888casino are both owned by evoke plc, yet they started decades apart, sell different things and appear on the Gambling Commission's register under different licensed companies. Comparing them shows newcomers that two brands can share an owner while still being separate in most of the ways a customer would notice. Everything below comes from evoke's own brand descriptions and the regulator's public register.

Side-by-side facts

What the two brands share

The confirmed shared element is ownership: evoke lists both brands on its own brand page, so describing them as sister brands is accurate. Both licensed companies give a head office at Europort in Gibraltar, and both have held remote bingo and casino activities since 1 November 2014.

A shared address and matching start dates are consistent with common ownership, but they are not what proves it. The proof is evoke's own statement. The start date of 1 November 2014 appears on a number of long-standing records, so it should not be treated as a sign that two companies are connected.

What is different

The licensees differ, which matters more than it sounds. Each company holds its own licence and answers to the regulator for its own websites, and each record lists its own domains. The William Hill company also shows pool betting and gambling software activities, which the 888 UK Limited record does not list.

The businesses differ too. William Hill was founded in the UK in 1934 and still has a high street presence. 888casino is described as an online casino from the start, and evoke's description of it mentions no shops. For a customer, that difference is the most visible one.

What we have not confirmed: whether a customer account on one brand works on the other, whether the two websites share a technology platform and whether promotions are linked. The sources we used do not address those points, so this comparison makes no claim about them.

Has ownership changed?

Not yet. On 5 June 2026 evoke and Bally's Intralot announced a recommended acquisition of evoke, and evoke's shareholders approved it on 17 August 2026. Because the deal covers the whole of evoke, it would affect both brands in the same way. Until it completes, both remain evoke brands. Our update on the agreed takeover has the confirmed terms and dates.

Where to go next

For the full list of evoke's confirmed brands, read our guide to evoke. To understand why two sister brands can sit under different licensees, see how to read a casino operator group structure. Other side-by-side pieces live in Brand Comparisons.

Conclusion

William Hill and 888casino are confirmed sister brands because evoke says so. Below the owner, they are run by separate licensed companies, began in different eras and offer different products. Shared ownership is real here; shared accounts, platforms or offers are not confirmed by the sources we used.