Evoke plc, one of the world’s leading betting and gaming companies with internationally renowned brands including William Hill, 888sport, 888casino, 888poker and Mr Green, is delighted to officially launch today following its rebrand from 888 Holdings plc (LSE: 888).

With a number of industry-leading brands, evoke has a clear mission: to make life more interesting by delighting players with world-class betting and gaming experiences. It will do this by building on its strengths – from proprietary technology to award-winning content – to drive growth while ensuring player safety is the heart of everything it does.

The transition to evoke, which better reflects the Group’s values, unifies colleagues under one clear identity and – alongside its strategic framework and value creation plan – will support the business in reaching its significant potential.

All consumer-facing brands, including William Hill, 888casino, 888sport, 888poker and Mr Green will continue to operate under their original names, as before.

Per Widerström, CEO of evoke plc, commented: “Today marks the start of evoke’s exciting future. By bringing our business together under a single, unifying brand identity, evoke reflects our future-focused mindset and our commitment to bringing world-class betting and gaming experiences to our customers all over the world.

 “ With our clear strategic framework and value creation plan, we are confident that we can cement evoke’s place at the heart of the global betting and gaming industry for years to come.”

The launch of Mr. First by BetConstruct 12 months ago saw the creation of an iconic character that has proven to push the boundaries and deliver increased engagement within the iGaming and crypto industries.

As Mr. First celebrates his first birthday, we spoke with Dr Eyal Loz, Chief Product Officer at RubyPlay, and Ruzanna Elchyan, Head of Gaming at BetConstruct, to reflect on how both organisations have worked together to build unique gaming experiences around the popular brand ambassador.

May marks the one-year milestone of Mr First. Dr. Eyal, what positive impact has this fun and creative character had within iGaming? What do you like most about the character?

Dr. Eyal Loz: Mr. First is a relatable, fun character that can easily deliver complex initiatives. Seeing Mr. First post online, and also, meeting a larger-than-life Mr. First in gaming shows, really connected us to the fun narrative of this brand ambassador. Mr. First is successful and confident, but also very relatable, not too serious or intimidating. The overall impression is – if “Mr. First can do it, so can I”!

Ruzanna, what was the inspiration behind Mr First, and what sort of impact has it had on the iGaming sector?

Ruzanna Elchyan: Mr. First was inspired by the need for a charismatic and relatable character who could serve as an advertising agent and an expert in the crypto and iGaming industries. His impact on the iGaming sector has been profound, bringing a fresh and engaging narrative that resonates with players. Mr. First’s presence has not only made gaming experiences more enjoyable and memorable but has also increased engagement and interest in iGaming, particularly among younger audiences. This has significantly contributed to the sector’s growth and evolution, establishing Mr. First as a symbol of innovation and excitement in the industry.

How does BetConstruct envision the incorporation of Mr. First and other games into future collaborative projects with studios like RubyPlay, considering the positive reception and engagement witnessed at the BFTH Arena Awards?

Ruzanna Elchyan: BetConstruct is looking to integrate Mr. First and other games into future collaborative projects with studios like RubyPlay, utilising innovative strategies to enhance player experiences. The enthusiastic reception and high engagement levels at the B.F.T.H. Arena Awards highlight the potential of these partnerships. This positive feedback motivates BetConstruct to push the boundaries of iGaming creativity, ensuring that upcoming projects are not only entertaining but also transformative in their impact on the industry.

Dr. Eyal, Immortal Ways: Mr First was a big success and was crowned ‘Best Online Casino Game’ at the BFTH Arena Awards. What has been the key behind this game’s triumph?

Dr. Eyal Loz: We wanted to connect with the authenticity of the Mr First character. Wouldn’t it be fun to get a shirtless Mr. First travel back in time to ancient Egypt? We combined this art narrative with our strongest performing mechanic, Immortal Ways, to create an appealing immersive gaming experience.

With the increasing demand for innovative gaming experiences, what role does BetConstruct see collaborative events like the BFTH Arena Awards playing in driving industry innovation?

Ruzanna Elchyan: BetConstruct recognises the growing demand for innovative gaming experiences and sees collaborative events like the B.F.T.H. Arena Awards as instrumental in driving industry innovation. These events serve as platforms for companies to showcase their latest creations, exchange ideas, and inspire one another to push the boundaries of what’s possible in iGaming. BetConstruct is dedicated to supporting and participating in such events to foster industry-wide innovation and growth.

Dr. Eyal, talk us through the development of RubyPlay’s Mad Hit Olympic First, what differentiates this title from previous games within the ‘Mad Hit’ series?

Dr. Eyal Loz: The Summer Olympic games are coinciding with the BFTH Arena Awards. This gave us an idea, connecting the narrative of Mr. First taking on big challenges with style, in a fun way. We thought “Wouldn’t it be fun if Mr First represented BetConstruct in the Olympics?”. So, this time, our Mr. First is an Olympic cycling champion, who will bring home some gold medals! The Mad Hit mechanic is a 5X5 reel array with 25 independent reels, and 3,125 ways to win. I’m sure players will love it!

And Ruzanna, what do you like most about RubyPlay’s latest bespoke title Mad Hit Olympic First?

Ruzanna Elchyan: Mad Hit Olympic First stands out for its innovative fusion of the Olympic spirit with the excitement of online gaming. This unique approach creates an immersive experience that transports players into the world of competitive sports. The game’s storyline is rich and captivating, drawing players in with its narrative depth and attention to detail. Combined with its engaging gameplay mechanics, Mad Hit Olympic First offers a truly distinctive gaming experience that sets it apart from other titles in the market.

Could you elaborate on the collaborative efforts between RubyPlay and BetConstruct that contributed to the game’s success and how this collaboration might evolve for future projects?

Dr. Eyal Loz: Our partnership with BetConstruct is based on a lot of mutual respect. We both see each other as tenacious innovators, never afraid trying new original business and design directions. For example, both companies celebrate creative fine arts, and try to bring that appreciation into our core business values. When two successful organisations share core elements in their vision, successful collaborations and opportunities are inevitable.

How important is BetConstruct’s partnership with RubyPlay? What do they offer differently to other game studios?

Ruzanna Elchyan: BetConstruct’s collaboration with RubyPlay holds immense importance, as it facilitates the delivery of a diverse and captivating selection of games to players, effectively distinguishing them in the fiercely competitive iGaming market. RubyPlay’s distinctiveness among game studios stems from its unique development approach and unwavering dedication to innovation. This commitment makes RubyPlay an invaluable partner for BetConstruct, enriching our offerings and enhancing the overall gaming experience for our players.

What does the future hold for the RubyPlay / BetConstruct partnership?

Dr. Eyal Loz: We will continue working together in multiple markets. I’m really looking forward to seeing our new innovative product and promotional initiatives rolled out for the BetConstruct players. As always, when we all row together in the same direction, the sky is the limit.

Spotlight Sports Group (SSG), a world-leading technology, content, and media company specialising in sports betting, has today agreed to showcase Smart View in racecards at York’s Dante meeting.

The racecards are powered by the industry-leading racing media and tech supplier, the Racing Post, and have already been utilised in racecards at Naas racecourse, Ireland.

The feature races of each day of York’s early season highlight will host Smart View racecards, as well as a QR code to allow racegoers easy access to all races at the Dante Meeting in Smart View via mobile.

Smart View has already produced strong success at major festivals, beginning at the Cheltenham Festival at which it accurately forecast eight winners out of 27 races, and posted a 76% ROI. Smart View selections have included Monmiral at 25/1 in the Coral Cup, Minella Crooner at 25/1 at the Punchestown Festival, and last week Zoffee in the ultra-competitive Chester Cup.

Spotlight Sports Group’s Retail Director, Alan Pepperell, shared his excitement at partnering with York racecourse: “Following a strong Cheltenham Festival, Smart View has gone on to offer big-priced winners at recent festivals. We are delighted to partner with York racecourse for their early season highlight and hope that Smart View can continue to provide racegoers with positive returns.”

The product itself is live in more than 1,000 retail outlets in the UK and Ireland and continues to provide customers with an engaging, dynamic and accessible experience.

With further enhancements to come, such as the addition of international racing, Smart View offers a user-friendly, industry-leading technology that improves bettors’ experience.

Spotlight Sports Group’s retail services are powered by the Racing Post and are proven to drive revenues with a rich content experience for betting audiences. To learn more about Smart View and other retail services visit: racingpostretailservices.com