The 888 Casino and gaming brand will operate in the Netherlands again after a four-year absence, as the result of a new strategic partnership between owners evoke plc and ComeOn Group.
The collaboration will see leading igaming company ComeOn Group operate 888.nl under a local license, delivering the brand’s online casino and sportsbook to the Dutch market.
Why Did 888 Holdings Leave The Netherlands?
In 2021, 888 Holdings announced that it was ceasing operations in the Netherlands in response to new regulations introduced by the Dutch government under the Remote Gambling Act.
It was a strategic decision at the time which the firm estimated would cost them a $10 million hit in loss of earnings.
With the reintroduction of 888-branded content to the Netherlands, piloted by ComeOn Group, players in the Dutch market will be provided with a wide range of slots, exclusive games and leading sportsbook odds, in addition to live casino tables.
Who are evoke plc?
Evoke plc, formerly 888 Holdings Limited, are one of the world’s leading betting and casino companies.
It owns several high-profile sports betting and online casino brands such as 888, William Hill and Mr Green.
888 Holdings acquired William Hill in 2022, signifying the company’s entry into the retail sports betting market.
In March 2024 it announced that 888 would change its name to evoke plc, to “reflect the strength of the group’s multi-brand operating model and its vision and mission to make life more interesting by delighting players with world-class betting and gaming experiences”
The business operates from its headquarters in Gibraltar together with satellite offices across Europe.
Reaction From Both Companies
Juergen Reutter, CEO at ComeOn Group, said: “Evoke is one of the biggest betting and gaming companies in our industry, and we are honoured to be entrusted with the operation of 888, one of the most iconic consumer brands in gaming.
“Our proprietary technology, strong market expertise, and commitment to responsible gaming will ensure that Dutch players enjoy a best-in-class experience with the 888 brand.”
Evoke’s director of corporate development, Davide Marchisio, said: “888 is an incredibly strong global brand, and partnering with a world-class operator gives us the opportunity to provide the amazing 888 experience to our Dutch fans.
“We are excited about launching 888 to Dutch customers and further expanding into regulated markets with a high-impact, low-capital partnership aligned to evoke’s strategy.
“The partnership highlights ComeOn Group’s commitment to expanding its presence in key regulated markets alongside the recognised and trusted brand 888, while reinforcing 888’s position as a premier gaming brand globally.”
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
