Evoke plc, the parent company of William Hill and 888, has confirmed it is exploring a range of strategic options—including a potential sale of the business, after the UK government introduced significant tax hikes impacting online betting and gaming operators.

The company announced it has initiated a comprehensive strategic review, with possibilities ranging from divestment of certain assets to a full sale of the group. The move comes as the UK increases its Remote Gaming Duty and General Betting Duty, raising the effective tax rate for online casinos, sportsbooks and broader gaming operations. The tax changes will place additional pressure on UK-focused gambling operators from April 2026.

Evoke stated that the review aims to “maximise shareholder value in a challenging regulatory and fiscal landscape,” noting that the higher tax burden is expected to impact profitability across the sector. Several industry analysts have described the UK market as entering a “compression phase,” with operators facing mounting compliance costs, affordability checks and now increased taxes.

William Hill, one of the UK’s most recognised betting brands, and 888, a major online gaming operator, are among Evoke’s core assets likely to attract interest from global buyers. Private equity firms, international sportsbook operators and technology-led gaming companies are expected to monitor the process closely.

The company emphasised that no decisions have been made and that the review does not guarantee a transaction. “All options remain on the table as we evaluate the best path forward for our brands, our employees and our investors,” Evoke said.

The announcement underscores the broader uncertainty facing UK operators as the market adjusts to new fiscal measures. Many expect further consolidation across the sector as companies seek scale, diversification and operational efficiencies to navigate the new tax environment.

Evoke said it will provide additional updates as the strategic review progresses.