888 Holdings, the Europe-based online gaming dynamo, announced that it has been offered a sports betting license by the Virgina Lottery.
This move – increasing 888’s growing footprint in the American market – will mirror other previous entrées into the US, such as when 888 recently set up shop in Colorado in September 2021.
Through a strategic partnership with Authentic Brands Group – the brand development and media company which also owns the Sports Illustrated title – 888 sets up the SI Sportsbook platform, thereby helping the incoming online operator integrate into the American market. The goal is to improve the overall consumer experience.
The partnership will be going live at the beginning of 2022.
A second partnership was also announced in the same report: with the women- and minority-owned Virtual Entertainment Partners LLC. This group brings to the table local expertise which will help 888 make significant contributions to help drive opportunity for underserved communities in Virginia.
It is an excellent time to be entering the Virginia market. To date, the Old Dominion’s lottery has seen over $1.95bn wagered, with $293m in September 2021 alone (a month-on-month increase of 61%).
888’s head of US operations, Yaniv Sherman, had this to say about the deal: “We are delighted to have been awarded our provisional license by the Virginia Lottery. This is an important milestone for 888 which enhances our foothold in the US online sports betting and iGaming market.”
Sherman then commented on the salubrious effects the SI partnership has on his company: “There is a growing sports betting fanbase in the state and I firmly believe that SI Sportsbook, supported by our partners at Sports Illustrated, will offer a unique and differentiated experience to our customers which will be well-received.”
In addition to Colorado and (soon) Virginia, 888 holds sports betting licenses and is operational in seven other US states: Delaware, Indiana, Iowa, Michigan, Nevada, New Jersey and Pennsylvania.
In other 888 Holdings news today, the company announced that it was a step closer to purchasing the European properties of William Hill, a high street betting parlor and online platform that is well represented in Great Britain.
