888, one of the largest gaming operators on the planet, is looking to expand its market share with a new venture aimed at regulated African markets. 888Africa, as the venture is known, will be run by five industry veterans with the skills to set up 888 in a market that is still primed for plenty of growth.
The group leading 888Africa includes Christopher Coyne, the former chief marketing officer and chief customer officer at the Stars Group; Andrew Lee, former managing director of sportsbook of the Stars Group and current Chairman of Voxbet; and Alex Rutherford, former chief product officer at Editec Online.
888 is currently a minority partner in the deal, but long range plans include the company taking over 100 percent of the venture. For the short term, the quintet of executives is planning to license local gaming brands under the 888 banner in at least four targeted, regulated markets. 888Africa will be working on a third-party platform and will localize content for the African gaming market.
Coyne commented on the venture in a report by Morningstar UK saying, “We are delighted to launch 888AFRICA alongside 888. With our team of experienced professionals and significant knowledge of the African markets, it is our ambition to build the business towards market-leading positions in selected regulated markets across the region.
“Partnering with 888 will give us access to a world-class brand, as well as a broad team of experts to support our growth plans, further enhancing our confidence in our future prospects.”
888Africa is set to launch sometime this year, though specific details were not available at the time of this writing.