888 Holdings to Exit US Market and Sell Assets to Hard Rock Digital

Sale to be Completed by End of 2024

According to iGB, 888 plans to finalize the sale of its US B2C assets to Hard Rock Digital by the end of 2024. The decision was driven by lower profit margins in the US market compared to other regions within the company. Although the sale will result in a $29.2 million profit, it will also incur costs of approximately $50 million for license termination fees.

About 888 Holdings

888 Holdings, a major global online gambling provider established in 1997, operates brands like 888casino, 888sport, and 888poker. The company also owns Mr. Green and William Hill, following its acquisition of the latter in 2022.

Strategic Renaming and Cost-Cutting Measures

888 Holdings is planning a strategic rebranding to “Evoke” and implementing a new operational model to save $37 million. The company aims to simplify its approach in key markets like the UK, Italy, Spain, and Denmark to drive better returns.