Bet 888 Sports

What strikes me as interesting is the choice of Italy for the first foray into Sports betting, since there's a strong industry already prevalent in the country and controlled by a monopoly, of which 888 have bought themselves a partnership in. Another interesting note is that they used their brand 888 for the website, which is curious because it every other case it's the home of Casino but the company call themselves "one of the world's most popular online gaming entertainment companies", so this must be just an extension of that ideal.

If I were a Sportsbook operator in another jurisdiction I'd want to keep an eye on this fast mover, as it's likely to be just the first step into a broader plan to gain market share in what it sees as it's Domain - Gambling.

Gigi Levy, CEO of 888, said the following:

'The launch of 888.it is a milestone in the progression of 888's diversified, multi-channel strategy to grow our customer reach and appeal globally, both in terms of the new offering and the opportunity to exploit a new liberalized market. The Italian gaming market is extremely dynamic and the sports betting segment is growing strongly. It is the strategy of AAMS to liberalize the market further and open it to new opportunities which 888 is ideally placed to take advantage of.'

I wouldn't bet against him.