Evoke plc’s New Technology Committee: Purpose, Timing, and Strategic Implications

Evoke plc (formerly 888 Holdings), owner of William Hill and Mr Green, has established a new Board-level Technology Committee to oversee major technology investments and mitigate related risks. The move coincides with the critical phase of integrating William Hill and 888’s platforms, significant regulatory tightening in its core UK market, and growing competition driven by technological innovation. Chaired by experienced tech executive Susan Standiford (formerly CTO at IKEA), the independent committee aims to ensure strategic alignment, disciplined capital allocation, and robust compliance. This proactive governance approach is relatively novel in the gambling industry, positioning Evoke to meet its ambitious cost-savings targets (£100m) and digital transformation objectives.

Evoke’s new Technology Committee will provide “Board-level oversight of major technology investments and initiatives,” ensuring alignment with business strategy, risk management, and operational effectiveness. Practically, it will guide and scrutinise high-value projects, including platform integrations, digital product launches, and compliance-driven technological enhancements.

Chairman Jon Mendelsohn emphasised this as a strategic governance upgrade, crucial given rapid technological evolution in online betting:

“With technology cycles dramatically shortening, leadership in technology directly shapes sustainable success. This Committee strengthens our governance, aligns tech with long-term strategy, and helps manage risk.”

Explicitly positioned as an investor-focused move, the committee signals Evoke’s commitment to prudent capital allocation and strategic discipline regarding technology.

Committee Composition and Structure

The Technology Committee consists exclusively of independent Non-Executive Directors (NEDs):

• Chair: Susan Standiford, former CTO of IKEA Retail, with expertise in large-scale technology transformation.

• Members: Limor Ganot and Ori Shaked, bringing combined experience in technology investments and innovation.

  
  

The committee’s independent structure aligns with best corporate governance practice, ensuring objective oversight free from management bias while leveraging deep technological expertise. It will regularly interface with Evoke’s CIO, CTO, and product executives, reviewing project performance, capital spend efficiency, and cybersecurity and data compliance effectiveness.

Evoke’s Technology Strategy in Context

Integration and Cost Synergies

Post-acquisition of William Hill’s non-U.S. business in 2022, Evoke has focused heavily on platform consolidation to unlock significant synergies—targeting at least £100 million annually. By 2024, Evoke had achieved £48 million in cost savings via a unified global platform, operational simplification, and increased automation.

AI, Automation, and Innovation

CEO Per Widerström’s Value Creation Plan emphasises AI and automation, improving marketing, odds-setting, player safety, and operational efficiency. Notably, Evoke recently partnered with Mindway AI for responsible gambling, deploying machine learning to identify at-risk players in real-time. Continuous investment in digital product enhancements (e.g., improved Bet Builder functionality) has increased user engagement.

Strategic Timing: Why Now?

Four key factors explain the committee’s timing:

• Post-Merger Integration Milestone: Evoke is now executing the most complex phase of William Hill–888 tech integration. Formal board oversight ensures rigorous project management, safeguarding ambitious savings targets (£15–25m additional savings by YE2025).

  
  

• Leadership Refresh: Widerström’s appointment (Oct 2023), Evoke’s 2024 rebrand, and Standiford’s recent Board election signal a strategic reset. Launching the committee now matches this governance renewal.

  
  

• Regulatory Pressure: Increased compliance demands following significant UK Gambling Commission fines (William Hill fined £19.2m in 2023) highlight the necessity of strengthened board accountability in compliance and tech oversight.

  
  

• Competitive Dynamics: Peers (Flutter, Entain) continue significant tech investments, elevating industry standards and competitive stakes. Establishing dedicated tech governance aligns Evoke with emerging corporate best practices, preempting technological disruption risks.

  
  

Comparison with Industry Peers on Technology Governance

Evoke’s dedicated Technology Committee is innovative within gambling, where most rivals oversee technology via broader audit or risk committees. Entain and Flutter, for instance, rely primarily on executive management and general risk oversight. Evoke’s approach, more common in heavily regulated sectors like finance or telecoms, explicitly places tech governance on par with financial and audit oversight. This potentially gives Evoke a structural advantage in executing complex digital projects and mitigating technology-related risks.

Strategic Implications

Digital Transformation and Innovation

• The committee should accelerate critical platform integrations, ensuring timely delivery and maximising cost synergies.

  
  

• By rigorously aligning tech R&D with strategic goals, the committee encourages disciplined yet forward-looking innovation (e.g., personalised betting experiences, real-time data-driven product features).

  
  

• Enhanced Board oversight could empower Evoke to confidently pursue more ambitious innovations (AI, blockchain, VR) while prudently managing associated risks.

  
  

Compliance and Cybersecurity

• Elevated board scrutiny directly addresses regulatory priorities, notably around responsible gambling tech, AML compliance, affordability checks, and fraud prevention. This should improve regulatory relationships and reduce the risk of heavy fines.

  
  

• Cybersecurity oversight will become more structured, likely reducing the frequency and severity of breaches or attacks. Real-time monitoring and enhanced incident-response capabilities will strengthen Evoke’s digital resilience.

  
  

Stakeholder Impact

Stakeholder	Benefits	Risk mitigation	Key Expectations
Investors	Improved ROI and project execution transparency	Lower compliance risk and more disciplined tech investment	Clear delivery on promised synergies, stable tech performance
Regulators	Stronger governance signals proactive compliance	Reduced likelihood of serious breaches and fines	Enhanced systems for player protection and AML
Partners/Suppliers	Stable and well-managed integration processes	Fewer outages or integration issues; more strategic innovation collaboration	Higher standards for integration quality and SLAs
Customers	Reliable platform performance and continuous product improvements	Safer gambling environment and enhanced data security	Fewer disruptions, more personalised, user-centric features

What Success Looks Like (by Year End 2026)

• Single, integrated global platform deployed across all brands

• Achieved or exceeded targeted £100 million annual run-rate savings

• Zero significant technology-driven compliance breaches

• Strong cybersecurity track record with minimal downtime or breaches

• Demonstrable competitive differentiation via successfully deployed innovative technology initiatives

  
  

The formation of Evoke’s Technology Committee represents both prudent risk management and proactive governance. Strategically timed as Evoke emerges from complex integration challenges and confronts heightened regulatory scrutiny, the committee ensures disciplined oversight of crucial digital investments. It sets Evoke apart from peers, promising clearer accountability, enhanced stakeholder confidence, and potentially a competitive edge in technology-led gambling markets.

The ultimate effectiveness of the committee depends on its ability to collaborate seamlessly with management, avoid unnecessary bureaucracy, and maintain agility amid rapid technological and regulatory changes. If successful, Evoke stands to significantly strengthen its market position, technological innovation capabilities, and resilience—delivering sustainable growth and enhanced stakeholder value.