LONDON, UK: 888 Holdings (LSE:888), one of the world’s leading betting and gaming companies with internationally recognised brands, has announced the launch of 888bet in Kenya, Tanzania, Mozambique and Zambia with local licences through the joint venture 888AFRICA.

Founded in March 2022, 888AFRICA licences 888’s world-class betting and gaming brands with an ambitious strategy to expand across Africa’s regulated online betting and gaming markets. It is managed by a team of highly respected industry leaders, led by Christopher Coyne, former CEO of GOAT Interactive and former CMO of The Stars Group.

888bet, its consumer brand, offers a unique betting experience for players, combining 888’s innovative and exciting brand with locally relevant product features. 888AFRICA’s Team has focused on customer experience and already has 85% coverage of mobile network operator payments in its 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 offering is currently available in Swahili, Portuguese, and English, and has launched in each market with several launch offers for new players.

Expanding into markets like Kenya, Tanzania, Mozambique and Zambia, which have attractive, long-term growth potential, is a key part of 888’s corporate strategy. With the African gambling market forecast to reach $5.6 billion by 20301, 888bet is well placed to capitalise on growing demand and maximise growth opportunities.

Christopher Coyne, CEO of 888AFRICA, commented: “We are delighted to hit our target and launch into four regulated markets within 6 months of founding the business. This is an important milestone that provides us with fantastic opportunities for further expansion in the future. 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.” 

Itai Pazner, CEO of 888 Holdings Plc, commented: “It is great to see Christopher and his team successfully launch 888bet in Kenya, Tanzania, Mozambique and Zambia and begin 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.”