CHAIR’S STATEMENT CONTINUED
BOARD CHANGES
Following the completion of the
acquisition of William Hill, in July 2022 we
were pleased to strengthen the Board
of Directors with the appointments of
Andrea Gisle Joosen and Andria Vidler
as Independent Non-Executive Directors,
and Ori Shaked as a Non-Executive
Director. Eachnew Board member has
brought extensive and highly relevant
skills and experience to the business that
I know will continue to be of significant
benefit to the Group as it delivers its
long-term strategic objectives.
Following the year end the Group
announced further directorate changes
with regard to executive directors,
which are discussed in more detail in
the post year end developments later
in this statement.
CLEAR STRATEGIC ROADMAP:
POSITION-PLAN-POTENTIAL
The Group’s strategic roadmap over
the coming years is firmly focused on
unlocking the significant potential from
the combination of 888 and William
Hill. However, to do this we must first
acknowledge and address the key
challenges that come with our current
position as a newly combined Group.
Firstly, we recognise that our debt levels
are high, and furthermore the cost of our
debt is higher than we had anticipated
due to material changes in interest
rates and debt market conditions
since the initial announcement of the
deal in 2021. Asa result, we are currently
restricted when it comes to reinvesting
excess cash flow into accelerating near
term growth. Accordingly, we know
that deleveraging must be a key priority
for the Group, and we have set ourselves
a clear target of reducing our net debt
to EBITDA ratio from 5.6x at the end of
the Period to below 3.5x by the
end of 2025.
We also have a combination of three
main platforms across 888, William Hill
and Mr Green and in some markets,
our brands are directly competing
against each other. This fragmented
approach and duplicate operating
and technology structure means our
margins are lower than peers and
that’s something that we must change.
We have a clear plan to address
these challenges and to achieve our
potential as a more profitable business
that is sustainably positioned for
the next decade of growth. Central
to this plan is our refined strategic
framework with two clear strategic
priorities: integration and market focus.
Thesepriorities are underpinned by
our focus on continually developing our
three key strategic enablers: product
and content leadership, world class
brands, and customer excellence.
Strategic priority 1: Integration
The first of our strategic priorities is
to deliver a successful integration
programme.
During the second half of the year,
following completion of the acquisition,
we immediately began working hard on
our technology migration programme.
We analysed every aspect of the
enlarged Group’s different product
platforms and took the swift decision
to use 888’s technology as the
Group’s core platform going forward.
We also identified certain market-
leading components from William Hill’s
technology that we will incorporate
into the core platform. These include
William Hill’s global trading and retail
technology platforms.
I am pleased to report that we are
making good progress with our
technology integration, with Mr Green
launched in Germany on our core
platform. The next stage is migrating
Mr Green in Sweden on to the 888
platform in the coming months, which
will be the first major milestone for the
technology integration program as we
aim to deliver our platform of the future
over the next few years.
Not only will our platform of the future
deliver a significant cost advantage
to the Group, but we also believe
there is an important revenue upside
opportunity as we bring together our
best-in-class product and content
from across betting and gaming.
Oneexample of this is within our sports
offering, where William Hill currently
provides over 50,000 more in-play
football markets each year than
888sport. We are confident that by
expanding the range of betting options
at 888sport and SI Sportsbook we will
drive higher customer engagement
and revenue. Similarly, 888 has a
world-class games development
studio, Section8, which creates some of
the most successful 888casino content.
We are on track to be able to offer
this content to both William Hill and
Mr Green customers across various
markets in 2023.
Strategic priority 2: Market focus
The second of our strategic priorities
is ensuring that we have a very clear
focus on the key market opportunities
for the Group that will deliver superior
returns on investment.
This process categorises each of
the Group’s geographic markets
into one of four market archetypes.
Firstly, our core markets of the UK,
Italy, and Spain. Cumulatively these
countries represented around 70%
of the Group’s online revenue in 2022
and offer a total addressable market
of more than £10 billion. These are all
markets with tightening regulations
and rising barriers to entry, and where
we believe the Group can further build
market share by strengthening our
key competitive advantages. During
the year the Group made significant
investments in proactive safer
gambling measures in the UK, which
we believe positions us well ahead of
the anticipated white paper on UK
gambling regulation. Coupled with
the tough comparative period that
was aided by COVID related digital
migration, these factors led to a 20%
year-over-year decline in UK online
revenues across the Group. Welook
forward to the white paper and
subsequent level playing field that it
should bring to the UK market, and are
confident that our leading brands and
sustainable recreational customer base
will see us succeed in this market.
Our second market archetype is
our growth markets, which includes
Denmark, Germany, Ireland, Ontario
in Canada, and the USA. These are
regulated but less mature markets for
the Group where we believe we can
grow significantly through disrupting
and building on the strong initial
positions we have developed, or
by taking advantage of our unique
customer propositions. Across this
group of markets our focus is on rapid
growth, which will be achieved by
reinvesting all underlying profitability
generated across this cohort of
markets back into the most attractive
growth opportunities. Over time, as
we grow our share in these markets,
our intention is that some of these will
become additional core markets for
the Group where we will then aim to
consolidate market leading positions
and drive profitability. During the year
we launched the SI Sportsbook brand
in Virginia and Michigan in the US and
launched 888 under a local licence in
Ontario, Canada, further successfully
bolstering the Group’s growth market
portfolio. Early in 2023 we launched
newly licensed offerings with SI casino in
Michigan and Mr Green in Germany as
we further support our growth markets.
Thirdly, we have our optimise markets.
The Group currently offers its products
across a huge range of global markets
888 Holdings PLC Annual Report & Accounts 202208
STRATEGIC REPORT