888 has today launched its sporting betting platform throughout Colorado in partnership with Sports Illustrated. The SI Sportsbook will utilize the sports magazine’s branding and 888’s proprietary sports betting technology, including the company’s multi-sport Pickem game, betting widgets and educational tools.
Launching ahead of the NFL season, 888 suggested that the Colorado sportsbook was developed with the direct purpose of appealing to US players. The platform will feature in-play betting and it will allow patrons to wager on the NFL, NBA, MLB, NHL, NASCAR and the English Premier League.
Speaking on the launch, Yaniv Sherman, SVP and head of US at 888 said: “We are proud to launch the SI Sportsbook in Colorado. We strongly believe we have developed a unique and differentiated sports wagering experience that combines the power of our proprietary technology platform with one of the most impactful sports media brands for nearly 70 years.”
Sports Illustrated hopes to engage its 30 million users by incorporating betting information and insights from its sportsbook across its media and gaming coverage.
“By partnering with Sports Illustrated, we have created a strong platform that enables us to build our US position through Sports Illustrated’s extensive brand footprint,” added Sherman. “This provides an opportunity to cost-effectively acquire customers and build a profitable business over time. We look forward to introducing SI Sportsbook to sports fans across Colorado and are excited to continue its roll-out into new states in the coming months.”
In its statement, 888 highlighted its intention to release the SI sportsbook in a number of states following its launch in Colorado.
Colorado first launched legal sports betting in May 2020 after it received legal approval in November 2019. Since then, it has become the state with the most sportsbooks.
