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888 Sport expands its New Jersey service

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Another major UK bookmarker has announced an expansion in its US-based sports betting operations. 888 Holdings PLC has revealed that it has launched the first 888sport branded service in New Jersey, which it hopes will be a platform to expand into other states.

888 Sport, which is listed on the FTSE 250, has reached an agreement with sportsbook operator Kambi, through which customers of 888 will be able to access a wide range of sports markets using desktop or mobile devices. The launch is in addition to the established 888 Casino and Poker brands, which are up and running in New Jersey, and will enable US customers of 888 to access the company’s full portfolio of casino games, along with poker cash games and tournaments and the latest in sports betting.

Significant future growth

The announcement by 888 is the latest entry by a UK bookmaker into the fledgling US sports betting market, following the landmark Supreme Court decision back in May, which overturned a long-standing federal ban on sports betting.

As well as its new sports betting operation, 888 has also been expanding its casino offering, with the addition of a new slate of Live Dealer games. It also has plans to include New Jersey in its established poker network, which will allow poker players in Nevada, Delaware and New Jersey to compete with one another in tournaments.

The development of the company’s sports betting presence in the US could enable it to make significant gains from the rapidly expanding market and Chief Executive Itai Frieberger has outlined ambitious plans to further exploit the new US opportunities:

We now have our sport, casino and poker products all operational in the US and are continually developing our proposition, brands and technology to ensure that the group remains exceptionally well positioned to capture the potentially significant future growth opportunities as new regulation allows.”

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