888 Holdings has bought the sports betting platform of Ireland-based gaming company BetBright for £15m from Dedsert.
888 said the integration of BetBright’s sportsbook would give 888 control over its product development across four online betting verticals, being casino, sport, poker and bingo. Once integration is completed, 888 will start a roll-out of its own sportsbook product in phases.
Chief Executive Itai Pazner said: “This acquisition of a high-quality and scalable sportsbook is an exciting milestone for 888. It gives the group the missing piece in our proprietary product and technology portfolio and will enable 888 to own proprietary, end-to-end solutions across the four major online gaming verticals. With 888Sport becoming an increasingly established and popular worldwide sports betting destination, we believe it is the right time to take ownership of our full sports betting proposition. We are confident that this acquisition will increase the group’s long-term prospects and differentiation in the growing global sports betting market.”
Following the integration of BetBright’s platform, which was expected to begin “as soon as practically feasible”, 888 said it would aim to “begin a phased and market-by-market rollout of its proprietary sportsbook solution”.
Mr. Pazner added: “The BetBright sportsbook has been developed by a fantastic team and is a high quality and scalable platform. Our new colleagues joining from BetBright will significantly strengthen 888’s sports betting expertise and industry know-how.”