The shift in Evoke’s UK performance highlights changing dynamics in how gambling operators reach customers. With traditional promotions becoming more restricted, many companies are now strengthening partnerships with their iGaming affiliate network partners to maintain visibility while adhering to stricter regulations, industry observers note. These specialised marketing channels have become increasingly vital as operators are hacking through the complex regulatory landscape across different regions.
The UK and Ireland online segment experienced a 1% revenue decline during the three months ending March 31, primarily attributed to lower sports revenues. The company’s gaming operations and sports wagering services felt the impact of enhanced player protection protocols implemented by the UK Government last year, including tighter age and identity verification requirements.
Evoke reported a significant 21% drop in active players during this quarter, which the company attributed to reduced promotional activity. Despite these challenges, the company still managed to achieve 3% growth in its gaming business within the region.
Per Widerstrom, Chief Executive of Evoke, expressed optimism about the company’s trajectory. He noted that Evoke is building momentum in the right areas of the business, particularly highlighting the strong growth across their international markets. Widerstrom acknowledged that the UK and Ireland online and retail performance fell short of expectations in Q1, but explained that the company had acted quickly to address performance issues and was already seeing better results in April.
The company’s international operations demonstrated more robust performance, with revenues growing by 11% in the first quarter, particularly benefiting from expansion in Romania. This international growth has helped offset some of the challenges faced in the UK market.
Evoke’s retail business, consisting of high street betting shops, saw a 6% year-on-year decline in sales, reflecting the continued shift toward online gambling platforms and the impact of stricter in-person gambling controls.
Looking forward, Evoke appears confident in its strategic direction. Widerstrom emphasised that the company remains highly confident in its market position and future growth, pointing to its focus on enhanced player engagement strategies, distinctive brand positioning, upgraded retail equipment, and forthcoming product innovations as key factors supporting this outlook.
The company also noted that growth across the entire business has improved in April, with revenues from the start of the year to April 22 up by 4%, suggesting a potential recovery from the slower first quarter.
The gambling industry continues to adapt to evolving regulatory frameworks across different markets, with companies like Evoke needing to balance growth ambitions with responsible gambling initiatives. The introduction of stricter verification processes, while potentially limiting short-term player acquisition, aims to create a more sustainable industry in the long term.
These measures form part of the UK Government’s broader strategy to address problem gambling while maintaining a viable gambling sector. For operators, this has meant revisiting marketing strategies, player engagement approaches, and technological infrastructure to ensure compliance.
Evoke’s experience reflects the wider industry trend where companies with diversified international operations can often weather regulatory changes in specific markets more effectively. The company’s ability to grow in Romania while facing headwinds in the UK demonstrates this resilience.
Meanwhile, the retail gambling sector continues to face structural challenges beyond regulation, including changing consumer preferences and the continued migration to digital platforms. The 6% decline in Evoke’s retail business underscores this ongoing transition in the gambling landscape.
As the industry moves further into 2025, companies like Evoke will likely continue to refine their approaches to different markets, with personalisation, responsible gambling tools, and compliant marketing strategies becoming increasingly important differentiators in a competitive landscape.
Market analysts note that international operators like Evoke must also navigate other global economic pressures. Recent news that the EU has voted to impose tariffs on US goods has created additional uncertainty in global markets, potentially affecting international businesses across multiple sectors, including those with diversified operations like Evoke.
For investors and industry watchers, Evoke’s mixed results highlight both the challenges and opportunities present in today’s gambling sector, where regulatory compliance, technological innovation, and international diversification have become essential components of a successful business strategy.