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Online gaming operator 888 is venturing into 888Africa

Popular online gaming operator 888 is launching a joint venture named 888Africa that involves an expansion into African countries.

The project will target regulated markets across Africa for the expansion of the 888 online betting and gaming brands. The plan for 888Africa is to launch the brand in four markets in various countries across the continent throughout the year 2022, subject to licensing. 888Africa as a project will pay to use and operate 888’s online betting and gaming brands in under-regulated African markets with a license fee. The brands will be operated with a third-party technological platform and products will be tweaked and designed to appeal to an African market.
At the moment, 888’s stake in the venture is minor but it offers the option to increase control and ultimately own 888Africa in its entirety in the future.

Who’s involved?

There are four leaders taking control of the 888Africa venture, made up of 888 themselves, former chief marketing officer and chief customer officer at the Stars Group, Christopher Coyne, former managing director of sportsbook of the Stars Group, and currently Chairman of Voxbet, Andrew Lee, and former chief product officer at Editec Online, Alex Rutherford. Joining them will be former The Stars Group sportsbook trading director Ian Marmion, and Helen Scott-Allen, former chief financial officer at Premier Bet.

What have they got to say?

“We are very excited to establish 888Africa alongside such an impressive roster of industry talent,” 888 chief executive Itai Pazner said. “The new JV will launch 888’s world-class online betting and gaming brands to millions of new customers in the exciting and fast-growing African online market.

“The structure of this deal enables the group to invest in a strong business with high growth ambitions, without distracting focus from our core business and key strategic markets. We look forward to being a part of 888Africa’s journey as it grows its footprint and increases brand awareness, while also offering potentially significant long-term opportunities for the Group in the future.”