Heavyweight Operator 888 Enters Unique New Deal for Africa

Published April 4, 2022 by Lee R

Heavyweight Operator 888 Enters Unique New Deal for Africa

The most important part of the new 888 partnership is the company's ability to diversify offering in a large scale Africa adaptation.

Major global operator 888 has entered into a multi-party agreement that should shake up the future of global partnerships in the gaming industry through a unique new entity.

The New Organisation

The new organisation extending 888's reach into bold new markets is called 888Africa. The hybrid new company will be led by renowned industry leaders including Stars Group ex-CCO/CMC Christopher Coyne; ex Stars Group sportsbook MD Andrew Lee; Editec Online ex-chief product officer Alex Rutherford, ex-Stars Group trading director Ian Marmion; and former PremierBet CEO Helen Scott-Allen. This represents an all-star studded roster that will increase the profile and brand recognition of 888 commensurately.

The License and Fee

The new agreement calls for 888AFRICA to pay a sizeable brand licence fee to use and operate 888's legendary online betting and gaming brands across selected regulated markets in Africa.

Product Integration

The brands will be integrated by a full-scale end-to-end third-party platform that integrates products and content adapted to local preferences within the African market, with 888AFRICA's first launch expected to take place across four markets during 2022.

Africa's Emergence

The African market has been emerging for quite some time. It has been no secret that Africa requires a unique and diverse type of engagement that only a diverse team such as 888's can provide.

Next Phase

The next chapter of 888's existence could be distinguished by the company's ability to form multi-organisational partnerships combined with a greater adaptivity achieved from pre-existing brand recognition. The most significant part of the development project is the executive dream-team-type roster that was compiled in the project's maiden voyage.


If the same momentum 888 Sports has demonstrated in other expansion projects can be duplicated in the more challenging African markets, then this hybrid model for content adaptation could turn into a standard that many other companies which many other companies may follow moving into Africa.

Mentioned in this article

Yes! I want to know about exclusive bonuses, promotions, and news.