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UK online gambling giant, 888 will change its name to Evoke. CEO Per Widerström said Tuesday the renaming was “the beginning of an exciting new dawn” for the company, which has lately been beset by management upheaval The company has chosen to opt out of regulatory investigations Pull out of American Markets
The new name echoes the steps taken by major UK gaming companies to liven their brand names over the past few years. The drab-sounding GVC Holdings became the zesty but nonsensical “Entain” and the M&A-generated mouthful that was Paddy Power Betfair became the whimsical “Flutter.”
Flutter was the original name of a tiny betting site that Betfair acquired almost 20 years ago. The name-swap is a humorous tribute to Betfair’s transformation from an innovative idea about matching online bets to a global gambling giant.
Wrong number
Around the time Betfair launched their groundbreaking betting exchange in 2001 a fledgling company called Virtual Holdings Ltd based in British Virgin Islands – a tax haven – rebranded as 888.
The number eight is considered lucky in Chinese numerology. This is because “Ba” sounds like the word “fa,” a word that denotes success, wealth, and status. By extension, the number 888 is triple lucky because three is also a lucky numerology.
Addresses and phone numbers in China that contain the digit sequences 888 are often sold at premium prices due to their perceived auspiciousness.
Why not use 8888 for quadruple the success?
Are you crazy? The Chinese number 4 is considered the most unlucky of all. It is calamitous. It’s catastrophic. And it’s synonymous with DEATH.
Many Las Vegas casinos skip the 13th floor in order to accommodate superstitious Westerners. They also skip floors 40 through 48 so as to not scare Chinese guests. The Las Vegas Review-Journal Recently reported. Tetraphobia is the fear of the number 4.
Girl Band Vibes
Evoke, a company that is soon to be called Evoke will no longer be focused on unregulated markets. So maybe catering to Chinese beliefs isn’t as important anymore.
In fact, 888’s (and it is still called 888 for now) new plan includes a refocus on the UK, Italy Spain and Denmark, its core markets.
What? You can also read about how to get started. Evoke evoke? It sounds like the latest Calvin Klein fragrance. It also has a 90s girl band feel. But a gaming company?
This is part of a trend where company names are so vague that they don’t even hint at the services offered.
Perhaps someone took the brief of coming up with a “evocative new company name” way too literally.
The post 888 is Rebranding to “Evoke” — Analysis First on Casino.org.
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