Analysis

Sign of three as 888 achieves market access triple play

888 has secured long-term market access deals for its sports betting brand 888Sport for the states of Colorado, Iowa and Indiana.

It plans to launch in each state early next year.   

In Colorado, 888 has signed with the Colorado Grande Casino based in Cripple Creek. 

For Iowa it will launch under the licence of the Catfish Bend Casinos II.

In Indiana it will go live thanks to an agreement with Harrah’s Hoosier Park, owned by Caesars Entertainment. 

888 delivering on U.S. strategy 

The new agreements mean 888 will be active in six states and are part of its growth strategy for the developing  U.S. iGaming market. 

888Sport is not a household name in the U.S. and is in the third tier of sportsbook brands on the Wedge Index

Its entry into Iowa, Indiana and Colorado will not have a significant impact on those states’ standings in the Index. All three are already in the top 10 of gaming friendly states. 

As a group, however, 888 is delivering on its U.S. plans.

It powers Caesars’ World Series of Poker website which could help it dominate that vertical in Indiana.

It would be in an even better position if interstate compacts were permitted. 

Taniv Sherman, head of commercial development at 888, said the new deals represented another major milestone for the company. 

“We have deployed our proprietary technology in the U.S.”

“Our exciting pipeline of new products will deliver industry-leading propositions to customers across both our B2B and B2C operations.”

Strong trading 

The group also delivered a strong trading update for the second half of the financial year.

Analysts at Peel Hunt said the deals were the “crystallization of (888’s) US strategy” and prompting a reassessment of its US prospects. 

The analysts noted 888Sport will be launched on it’s own Spectate sports-betting platform that came as part of the BetBright acquisition.

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Jake Pollard

Jake Pollard is an experienced journalist and editor who has covered the online gaming and betting industry for many years. He has written for the leading media outlets as well as operators and suppliers in the igaming space. His current areas of focus are wide-ranging and include regulatory developments in the US, emerging markets in South America and how European countries are adapting to a decade of igaming regulation.

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