888AFRICA hails “milestone” four-country Africa sports betting launch
Joint-venture operator debuts 888bet in Kenya, Tanzania, Mozambique and Zambia despite launching just six months ago
888AFRICA has confirmed the launch of the 888bet brand in the regulated sports betting markets of Kenya, Tanzania, Mozambique and Zambia.
The launch comes six months after the formation of 888AFRICA, which operates as a joint-venture business overseen by a number of industry veterans and London-listed operator 888, which has a minority stake in the business.
888AFRICA is led by former The Stars Group CMO Christopher Coyne with its leadership team including Voxbet chairman and former MD of TSG’s sportsbook Andrew Lee, as well as ex-TSG sportsbook trading director Ian Marmion.
Under the terms of its investment, 888 can extend its stake to full ownership in the future should it be so inclined.
888bet is currently available in Swahili, Portuguese and English, and has launched in each market with a number of launch offers aiming to attract new players.
During the intervening period, 888AFRICA has revealed much of the group’s resources were focused on both customer experience and providing payment technology, with the firm already operating with an 85% coverage rate of mobile network operator payments across the new markets.
“888bet offers cash out, jackpots and free-to-play, and on 888casino there are over 1,500 casino games with the full casino offering in Zambia, with future launches planned in other markets subject to licensing,” the firm said in an accompanying statement confirming the launch.
888AFRICA CEO Coyne lauded the speed at which the firm launched in its debut African markets, as well as the role of the 888 brand in supporting this growth.
“This is an important milestone that provides us with fantastic opportunities for further expansion in the future,” Coyne said.
“We have enormous ambitions and believe the strength, history and trust of the 888 brand gives us a real competitive advantage as we look to build market-leading positions across Africa.
“We look forward to introducing 888bet and its unique offer to new players across the region in the months ahead,” the 888AFRICA CEO added.
888holdings CEO Itai Pazner welcomed the start of 888AFRICA’s “growth story” on the continent.
“As a region with significant potential, we are excited to watch 888AFRICA continue to develop its offer and launch new and exciting products for players over the coming years and months, while introducing consumers to the fantastic 888 brand,” Pazner said.