Africa is a continent completely in love with sports. This realization is attracting some of the world’s biggest sports betting providers to the region.

Renowned betting and gaming provider 888 Holdings PLC recently announced that a new agreement has been signed with five veterans of the industry. This agreement has led to the creation of a joint venture called 888AFRICA. 

According to the announcement, this joint venture will bring 888 brands to selected regulated sports betting markets across the continent. The idea is to increase 888’s current minority stake in 888AFRICA so that it will eventually own 100 per cent of the venture. 

Industry Veterans Lead the Way 

Leading 888AFRICA will be industry veterans like Alex Rutherford, the ex-Chief Product Officer at Editec Online. Helen Scott-Allen, the previous Chief Financial Officer of Premier Bet is also involved. Joining them is Christopher Coyne, the previous Chief Marketing Officer at The Stars Group and Ian Marmion, previously the Sportsbook Trading Director at The Stars Group. Andrew Lee, former Managing Director of Sportsbook of The Stars Group and current Chairman of Voxbet are on board too. 

Localisation will be key within the scope of the new agreement. 888AFRICA will use 888’s award-winning online platforms across selected regulated markets. The brands will make use of a third-party platform that will focus on local product and content preferences. 

The current expectation is for 888AFRICA to launch across 4 initial markets in 2022. 

A Word From 888’s CEO

Recently commenting on the new initiative had been Itai Pazner, CEO of the global 888 Holdings brand. 

Pazner is excited about establishing the new venture alongside an impressive roster of industry talent. He said the joint venture will see top-class online sports betting and iGaming brands being made available to millions of new bettors. 

Also weighing in on the exciting new venture was Christopher Coyne, the CEO of 888AFRICA. 

Coyne said the new venture is very much looking forward to launching a premium world of betting alongside the 888 brand. He said the partnership will give the new venture the necessary leverage to grow, develop, and expand,. In time, he knows it will become a market-leader across the African continent. He said in partnership with 888, the future looks bright for 888AFRICA indeed.

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