888 Holdings Confirms William Hill Brand Will Lead UK and US Strategy Following Portfolio Rationalisation

888 Holdings plc has confirmed a major brand strategy update that will see the William Hill name take primacy across its UK retail and online operations and in the United States, with the 888 consumer brand progressively retired in those markets as the company seeks to concentrate brand investment and reduce marketing fragmentation.

The announcement, made at 888's Capital Markets Day in London, marks the culmination of a brand rationalisation process that has been underway since 888's £2.2 billion acquisition of William Hill's non-US assets from Caesars Entertainment in 2022 — a deal that gave 888 access to one of the most recognised gambling brand names in the UK but left the group operating two competing consumer brands in the same market.

"William Hill is one of the most trusted names in British gambling. When we have that brand, it makes no sense to split our investment between it and a second consumer brand. We are concentrating on what wins," said 888 CEO Per Widerström.

The 888 brand will be retained for the company's international B2C operations across markets where William Hill has limited brand awareness, including its operations in Italy, Spain, and Denmark. The company's B2B platform business — which operates under the 888 Infrastructure brand — will also retain the 888 name.

In the United States, William Hill's sports betting and casino products are currently live in 16 states through 888's acquisition of the brand's US assets. The company said it remains committed to the US market but is reviewing its state-by-state strategy in light of the competitive environment and will provide an update at its H1 2026 results presentation.