November 05, 2007

888 announces Blue Square sportsbook deal

Casino and poker giant 888 has announced a tie-up with Blue Square for a sportsbook offering.

The deal will see the pair develop a multi-national offering to be launched across Europe in the first quarter of next year. The details of the revenue-share agreement between the two have not been disclosed.

Martin Belsham, managing director at Blue Square, said the deal “strengthens both parties”. “We will benefit from 888’s international experience and liquidity as we extend our reach beyond the UK; and 888 will complete their customer offer by adding Blue Square’s innovative range of betting products.”

The two companies will work closely to tailor the content for each European territory. 888 will now provide Blue Square with a payment processing platform as the latter looks to expand further into Europe.

Gabi Campos, senior vice-president, at 888 said the company’s research had shown that a significant proportion of its players bet on sports events occasionally. “The inclusion of sports betting in our offering is in line with our focus to aid customer acquisition and reinforce 888 as the entertainment destination of choice.”

Last month, 888 announced its first sportsbook offering in Italy.

Blue Square parent group Rank said the deal would not have a material affect on group earnings in the coming financial year.