The £243.1m Deal that Saved William Hill

Evoke, the owner of William Hill,has agreed to a takeover by a Greek gaming group, Bally's Intralot, in a deal worth £243.1m. The move comes after the UK government's tax raid on the industry.

The FTSE 250-lissted bookmaker said it had agreed to an all-share deal with Athens-listed Bally's Intralot - the front-of-shirt sponsor for Nottingham Forest Football Club - worth 52p per share and values the group at £243.1million.

It represents a 138 per cent premium to Evoke's closing price on 9 December, the day before the group announced a potential sale.

A Tax Raid that Sparked a Sale

Evoke has been hit hard by tax increases on the industry after the Budget dealt a hammer blow to its UK business.

Two-thirds of its revenues come from the UK, meaning it was left more exposed than its peers.

Rachel Reeves raised the remote gaming duty levied on online casinos from 21 to 40 per cent, which came into effect in April 2026, and lifted the levy on online sports betting from 15 to 25 per cent.

Evoke boss Per Widerstrom said at the time that the tax hikes were 'ill-thought-through, counter-productive, and highly damaging,' and were likely to result in the closure of a large number of its 1,300 UK sites.

What's Next for Evoke Shareholders?

As part of the deal , shareholders can opt to take cash instead of shares.

The Greek firm said the acquisition of Evoke's leading brands, William Hill and 888, will 'significantly enhance' its UK position.

The enlarged Group will rank second in interactive gaming in the UK and fourth in online spots betting 'supported by a strong retail presence,' Bally's said.

Who is Bally's Intralot?

Bally's Intralot is a Greek gaming group that has agreed to a takeover of Evoke, the owner of William Hill.

The company is listed on the Athens Stock Exchange and has a strong presence in the UK gaming market.

It will seek the approval of the listing of the new shares in Athens , it said today.

What's Still Unknown?

Who is the unnamed buyer who will be taking over Evoke's UK business?

What will happen to the 1,300 UK sites that Evoke operates?

Will the tax raid on the industry have a lasting impact on the gaming sector?