888 to Seek New PR Representative after William Hill Acquisition Falls Through

After a less than comfortable start to 2015, online gambling operator 888 is now seeking new directions in order to raise its profile.

The company has now decided to pursue a new public relations representative in an attempt to regain its reputation after a failed acquisition deal with William Hill in February.

Just a few weeks ago, high street bookmakers William Hill approached 888’s operator, 888 Holdings, with a proposal of a corporate takeover. However, while the Leeds-based bookmaker had some high-intensity negotiations over the table, it was reported by Reuters that no further developments would take place.

It was an interesting move for 888, who have been known to be very particular with their takeovers in the past. Previously, they have rejected deals with Ladbrokes twice over, but with their share prices plummeting, a new re-brand could be just what 888 needs.

888 saw a brief rise in its share prices when William Hill expressed interest, however they soon dropped again to 154 after shares dropped by 19p each when the deal fell through.

Leslie Hassoun, who manages the social and offline marketing at 888’s Israel-based operator, 888 Holdings, is now in charge of turning the company’s fates around. 888 has not appointed a retained agency for almost 10 years, having split with public relations representative Frank PR in 2006.

In 2013, 888 handed its financial and corporate PR account to Hudson Sandler, whose long list of prestigious clients includes fashion designer Ted Baker and travel specialists Tui.

Whilst 888 was not available at the time of writing to comment on the latest PR move, the company could perhaps benefit from a takeover deal after all. One particularly successful acquisition in the iGaming industry recently was that of Gamesys, who were acquired by iGaming giant Intertain in February 2015.

Gamesys, which is affiliated with Virgin Games and online bingo giant Jackpot Joy, recently announced the sale of its assets to Intertain in a deal worth more than £400 million.

Despite being founded in 2001, four years later than 888, Gamesys has developed into one of the most successful iGaming brands around, and its new collaboration with Intertain will only serve to raise its profile.

Company founder Noel Hayden said: “Gamesys and Intertain are a perfect match. From our earliest discussions we shared their vision which we know is critical to a very long term partnership. This is a great deal for Intertain and Gamesys, our shareholders, our employees and our players.”

While 888 may have more years of experience than Gamesys, it would be wise to follow in the company’s footsteps and accept an acquisition offer.