Buy out18 Apr 2026 12:37
An American casino operator is closing in on a take-private rescue of the heavily indebted owner of William Hill.
Rhode Island-based Bally’s, known for its front-of-shirt sponsorship of Nottingham Forest Football Club, is in talks to buy Evoke, the former FTSE 250 bookmaker, according to City sources.
Evoke, previously known as 888, is understood to have informally granted Bally’s preferred bidder status and could unveil a rescue deal as early as this week, if terms can be agreed. However, sources cautioned that discussions were finely balanced and there was no certainty of an accord between the two sides.
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Evoke owes lenders about £1.7 billion, compared with a stock market valuation that has collapsed to just £160 million.
The company in effect put itself up for sale in December when it appointed Morgan Stanley and Rothschild to conduct a review of strategic options in an attempt to “maximise shareholder value”.
The American casino operator sponsors Nottingham Forest
GARETH COPLEY/GETTY IMAGES
Its recent financial difficulties date back to the £2.2 billion acquisition of the non-US operations of William Hill in 2021. 888 Holdings, as Evoke was at the time before a rebranding, pipped private equity firm Apollo to acquire one of the UK’s best-known betting brands; the William Hill name dates back to 1934.
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The 888 deal was funded by taking out substantial loans that have weighed on the wider group since.
Evoke was already struggling before the UK government’s decision to hike betting taxes in last November’s budget, after coming under pressure from former prime minister Gordon Brown to significantly increase industry levies.
From the start of April, remote gaming duty, applied to online casino and bingo games, increased from 21 to 40 per cent. The rate of tax levied on online sports increased from 15 to 25 per cent, with the exception of horseracing.
Led by Per Widerström, who was managed by former England manager Roy Hodgson during his previous career as a professional footballer in Sweden, Evoke said the changes would cost between £125 million and £135 million annually.
The bookmaker confirmed earlier this month that it would close 200 William Hill shops, starting in May. Some 240 of William Hill’s roughly 1,200 sites have been earmarked for the chop, industry sources said.
Bally’s hotel and casino in Atlantic City, New Jersey
Alamy
Fred Done, Britain’s biggest taxpayer, according to The Sunday Times Tax List, is believed to have bowed out of the running, alongside a clutch of other suitors for Evoke.
In October 2021, Bally’s acquired another former FTSE 250 firm, Gamesys, the operator of Virgin Games and Jackpotjoy, for $2.7 billion (£2 billion).
Bally’s was founded in 2004 as BLB Investors — a joint venture between Starwo