888 makes delayed Danish entry
Operator launches with full suite of products some four years after first obtaining Danish licence
888 has entered the Danish market with a full suite of products after being granted an operating licence by the local regulator for the second time.
The operator has gone live with 888casino, 888poker and 888sport on dot.dk domains with their launch coming after the firm revealed it had re-applied for a licence in the country earlier this year.
888 was originally awarded a Danish licence back in 2011, but put its launch on hold and returned its permit in order to pursue the development of its US business.
At the time, 888 chief operating officer Itai Frieberger said the firm believed the US market provided the bigger opportunity, but in hindsight should have pressed ahead with its plans for Denmark.
The size of the Danish remote market continues to grow, with online casino revenues up a massive 25% year on year in Q2 to £50m.
However, former monopoly Danske Spil controls roughly a third of the market and Ladbrokes recently pulled the plug on its Danish business citing “unsatisfactory” levels of profit.