March 12, 2008

888 goes live with European sportsbook

Online casino and poker firm 888 has launched, its online sportsbook. The company has gone live in the UK, Germany, Spain, Sweden, Denmark and Austria, with localised versions of the sportsbook for those markets.

The company said the launch of its sports betting offering was a significant step in its objective of providing its client base with a one-stop-shop for gaming and betting products. More specifically, it hopes that many of its recreational low-to-medium staking clients would welcome the opportunity to have a bet with

Matt Robinson, brand marketing director at 888, said: “’s entrance into the sports betting market represents a significant milestone in the progression of our diversified, multi-channel strategy to grow customer reach and appeal globally. We believe that although our sportsbook addition will result in existing clients betting on sports with us, it will also provide an opportunity for new clients to experience our award winning brand.”

The company will look to make the most of the sponsorships agreements it has with Seville Football Club and the World Snooker Championships.

Added Robinson: “Sports sponsorship has always been a significant part of’s marketing strategy and now that we are offering clients an opportunity to bet on activities like football and snooker, we will be looking to offer plenty of markets on Seville FC games and World Snooker Championship matches in the coming months.”

888 developed its sports betting product in partnership with Blue Square. Martin Belsham, managing director of Blue Square, said the deal would strengthen 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.”