Evoke is contemplating the closure of up to 15% of its William Hill shops across the UK in response to anticipated increases in gambling tax, set to be outlined in the government’s November budget. This decision emerges amid growing speculation and confirmation from various sources within the company that the closures could become a reality if tax rates rise.
A report from the Sunday Times detailed that the exact number of closures remains undecided. Sources suggest a range of possibilities, with some estimating as many as 120 shops could shut down, while others foresee up to 200 closures. This potential reduction could lead to approximately 1,500 job losses across Evoke’s William Hill retail network.
Currently, Evoke operates around 1,300 William Hill shops throughout the UK. If closures hit the higher end of projections, about 15% of their retail locations could be affected. An Evoke spokesperson explained that as part of their ongoing strategic planning, they are considering various tax scenarios and their impacts on UK operations, which includes the tough, yet possibly necessary, decision to close shops.
“We are acutely aware of the potential tax increases in the upcoming budget, which could affect our investment capabilities in the UK and inadvertently push more customers towards the black market,” noted the spokesperson. The consideration of closures is a cautionary measure to prepare for these possible fiscal changes.
Evoke is not alone in this predicament. Recently, Stella David, CEO of Entain, which owns brands like Ladbrokes, also expressed concerns that retail locations may need to close to cut costs in light of potential tax hikes. The discourse around a gambling tax increase has been prevalent throughout 2025. As early as April, the government hinted at instituting a single tax rate for remote gambling, a departure from the current tiered system. This proposal has stirred considerable criticism within the gambling industry, raising issues about its potential impact on broader topics such as risk management and the viability of the horse racing sector, which heavily depends on betting revenues.
While the government has not confirmed specific plans for restructuring the gambling tax, in September, over 100 MPs from the Labour Party advocated for an increase in the gambling tax rate to address child poverty. They argue that the current 21% gross gaming yield (GGY) tax is too lenient. The MPs’ proposals echo earlier suggestions by the Social Market Foundation (SMF), which in July proposed raising the Remote Gaming Duty from 21% to 50%. The SMF posited that such an increase would align the UK more closely with other global jurisdictions where online gambling tax rates can reach or exceed 50%.
These anticipated tax increases would be in addition to the newly implemented statutory levy, which became effective on 6 April this year, further complicating the financial landscape for operators like Evoke.
In its half-year financial results, published in mid-August, Evoke addressed these potential tax challenges. During the announcement, Evoke CFO Sean Wilkins urged the government to consider the broader implications of a tax hike. He commented that overly high taxes might drive growth in the black market, ultimately reducing tax revenues and eliminating player protections, which contradicts the government’s objectives. Wilkins pointed to the Netherlands as an example of how excessive taxes can backfire.
“We hope to see a balanced approach that considers both the need for increased revenue and the importance of protecting the regulated market,” Wilkins stated. In the same report, Evoke disclosed a 2.4% decline in revenue from its retail operations in the UK and Ireland. This dip was partly attributed to tough comparisons with the previous year’s Euro 2024 football tournament, compounded by challenging high street conditions. By the end of the first half of the year, the number of William Hill shops had decreased by 2.2% to 1,302.
Nevertheless, Evoke has been investing in its retail estate within the UK and Ireland. Earlier this year, the company completed the rollout of 5,000 new gaming machines in March, which has positively impacted performance. Evoke CEO Per Widerström highlighted that the gross win per machine had increased by 15% compared to the third quarter of the previous year, drawing more customers and showcasing the potential of these new installations. Widerström mentioned that further improvements are on the horizon, with plans to replace additional legacy machines.
“We remain optimistic that our retail stores can withstand the challenging conditions on the UK high street and in Ireland,” Widerström expressed. “We will continue to closely monitor profitability across our network to ensure sustainability.”
The looming tax changes cast a shadow over the industry, prompting both caution and strategic reassessment among major operators like Evoke and Entain. While there is acknowledgment of the government’s need to address fiscal concerns, the industry stresses the importance of maintaining a viable and competitive market environment. Balancing taxation goals with industry health remains a nuanced challenge, one that will unfold as the November budget announcements draw nearer.
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