Watch: Evokes strategic edge in Italys evolving iGaming landscape
In a compelling exchange with SiGMA, Fabrizio Veltre Stolfi, Head of Gaming C Italy at Evoke plc, sheds light on the companys forward-thinking strategy in one of Europes most competitive iGaming environments. As the Italian regulatory landscape undergoes significant change, Evoke is seizing the moment to redefine its market position, consolidate its strengths, and pursue expansion through innovation, omnichannel exploration, and mergers and acquisitions.
Harnessing market momentum
Evoke, which operates the well-established brands 888 and William Hill in Italy, currently commands over 8% of the national iGaming market. According to Stolfi, the group has outpaced general market growth, with 888 alone capturing an additional 1% market share over the past year. The companys performance is underpinned by a dual-brand strategy and a sharp focus on adapting to local consumer preferences.
With a solid foundation in marketing and operational roles across major global players, Stolfi has steered the Italian division towards resilient, data-informed growth. “We are proud to be growing faster than the market itself,” he noted, signalling strong momentum in an increasingly regulated environment.
Capitalising on regulatory transformation
Italys new regulatory decree, which includes a drastic reduction in licensed operators to just 50 and a 7 million licence fee, is poised to reshape the competitive landscape. The move is expected to trigger market consolidation, benefiting well-capitalised operators while phasing out smaller players.
Evoke is positioning itself to take full advantage. We expect to gain market share from smaller operators that might cease to exist, Stolfi explained. The company is actively evaluating M&A opportunities and views this consolidation period as a catalyst for growth, aiming to emerge as a dominant force in an oligopolistic market model.
Embracing hybrid models and land-based potential
Stolfi confirmed that hybrid models are gaining traction in Italy, particularly as the land-based sector prepares for its own regulatory overhaul. While Evoke is currently an online-only operator, it is evaluating the land-based segment as a strategic growth frontier. Were proud to be the first online-only operator in Italy, but were certainly considering the land-based world as part of our expansion roadmap, he said, hinting at future moves towards an omnichannel offering.
On a global level, Evoke is assessing the hybrid opportunity as part of its broader corporate strategy, recognising that integrated experiences are becoming increasingly critical in regulated markets.
Innovation, personalisation and safer play
Customer retention in a saturated market demands continuous innovation. Evoke is investing heavily in localised content, including culturally resonant titles like Gallina and fruity-themed slots, which remain firm favourites among Italian players. The companys proprietary studio is also central to its creative roadmap, ensuring it can deliver tailored, high-quality experiences.
Beyond entertainment, responsible gambling remains a core pillar. With recent platform upgrades across both 888 and William Hill, the group is enhancing player protection tools while doubling down on customer-centric innovation. Our focus is to innovate, listen to our customers, and offer safer, more engaging experiences every day, said Stolfi.
What lies ahead
Evoke enters its next phase with a sharpened operational framework and a clear vision. While the company is actively navigating Italys tightening regulations, it also anticipates a more transparent and competitive market to emergeone where trusted operators will thrive.
Whether through expanded content libraries, hybrid strategies or increased market share via M&A, Evoke is determined to remain at the forefront of Italys iGaming evolution. For industry stakeholders, this interview offers valuable insights into how agility, foresight, and local relevance will define the next chapter of success.
