UK’s 888 is Rebranding Itself as ‘Evoke’ – Analysis
UK online play hulk 888 is changing its epithet to “Evoke.” CEO Per Widerstrom said Tuesday. The renaming was “the source of an exciting young dawn” for the company, which has lately been beset by management upheaval and regulatory investigations, and has opted to pull come out of American markets.
The young public figure echoes steps taken by major UK gaming companies to liven upward their brandmark names inwards recent years. The drab-sounding GVC Holdings became the zesty but nonsensical “Entain,” and the M&A-generated mouthful that was Paddy Power Betfair became the whimsical “Flutter.”
Flutter, incidentally, was originally the epithet of a tiny betting change that was Betfair’s 1st acquisition almost 20 years earlier. The name-swap was an offbeat tribute to Betfair’s transmutation from a refreshing idea almost matching bets online to an international gaming behemoth.
Wrong Number
Around the same time Betfair launched its groundbreaking betting change inward 2001, a callow online play companionship called Virtual Holdings Ltd, based in the task haven British Virgin Islands, rebranded to 888.
The gens was chosen because the figure ogdoad is lucky inwards Chinese numerology. This is because its pronunciation “Ba” sounds similar to the word “fa,” which denotes great wealth, success, and status. And so, by extension, 888 is triply lucky, because iii also happens to follow a lucky number.
In China, addresses and speech sound numbers containing the figure chronological succession 888 can control insurance premium prices because of their perceived auspicious qualities.
So, why non 8888 for quadruple success?
Are you crazy? The figure 4 inward Chinese numerology is the most ill-fated of all numbers. It’s calamitous, catastrophic, and synonymous with DEATH.
In improver to skipping the 13th floor to cater to superstitious Westerners, many Las Vegas casino resorts also skip floors 40 through and through 49 so as not to lusus naturae out Chinese guests, the Las Vegas Review-Journal reported recently. Fear of the identification number 4 is called tetraphobia.
Girl Band Vibes
These days, the company shortly to be known as Evoke isn’t so focused on unregulated markets, so maybe catering to Chinese superstitions isn’t so of import anymore.
In fact, voice of 888’s new plan (and it’s allay called 888, for now), is to refocus on its magnetic core markets of the UK, Italy, Spain, and Denmark.
But what does Evoke evoke? It sounds ilk it could live the latest fragrance from Jean Cauvin Klein. It also has 1990s fille stripe vibes. But a play company?
Maybe this is part of the trend for troupe names to extend absolutely no more clew to the services they offer. Or maybe someone took the brief to amount upwards with an “evocative” unexampled company make way too literally.
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