Avi Shaked |

The Greater the Risk by Avi Shaked Is Now Available at All Major Book Retailers

“Avi Shaked’s gripping story is that of an Israeli who bridged the worlds of international business and peace-building—a particularly compelling subject given Israel’s complex position in both global commerce and Middle Eastern diplomacy. The combination of business acumen and peacemaking efforts in one individual’s story offers unique insights into how economic relationships can potentially serve diplomatic ends.” —Yoram Dori is a strategic advisor and biography writer. He served for years as a close advisor for Israel’s President Shimon Peres

What does it take to become a successful international business leader and Middle East peacemaker? In The Greater the Risk, Avi Shaked chronicles his extraordinary journey from humble beginnings as a first-generation Israeli to his role as founder of 888.com (now EvokePlc) to using his wealth to support peace efforts between Israel and Palestine. From his first job in construction to an IPO on the London Stock Exchange to a bold peace offer of $1 billion and signing the Geneva Accord, Shaked’s story takes readers on a personal and riveting roller-coaster ride as he risks everything to build his company, honor his family, and seek an enduring peace in his homeland.

As he navigates family struggles, historical upheaval, and high-stakes business ventures, Shaked learns invaluable lessons about resilience, relationship-building, social responsibility,and transforming adversity into opportunity. More than a memoir, The Greater the Risk is a timely reminder that positive change requires perseverance, innovation, and a willingness to take risks for the greater good. Shaked’s inspiring story reveals how unwavering commitment and belief, especially in the face of uncertainty, can create a lasting and positive impact.

Avi Shaked is a pioneering tech entrepreneur and co-founder of 888.com (now Evoke plc), which was founded in Israel and now employs 12,000 people. A graduate of Ben-Gurion University, he has led ventures across telecommunications, online gaming, and digital innovation. Alongside his business achievements, Avi is a passionate advocate for peace, dedicating his time and resources to advancing Israeli-Palestinian dialogue and reconciliation. His career reflects a commitment to both bold innovation and bridge-building diplomacy. In 2025, Avi became co-chairman of Israel’s “Together We Succeed” party, which promotes equality between Jews and Arabs and aims to end the conflict between Israelis and Palestinians.

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