Online gambling operator 888 has strengthened its position in the African market with the acquisition of Nairobi-based BetLion. This strategic move aims to enhance 888’s African business by incorporating local talent and a highly localized front-end, offering unique betting and gaming experiences to players across the continent.
BetLion: A Valuable Addition:
BetLion, founded in 2017 by Victor Chandler, has a strong industry heritage and targets the East African region.
The company focuses on providing high-quality, mobile-first betting and iGaming services with a low data footprint.
BetLion utilizes a bespoke front-end solution and sportsbook technology from FSB to cater to its customers.
Scaling 888’s African Business:
888Africa, a business venture launched in March 2022, operates in Kenya, Tanzania, Mozambique, and Zambia.
888Africa is a joint venture between 888 and industry veterans, with former Stars Group CMO Christopher Coyne serving as CEO.
888 holds a minority stake in the venture and receives a license fee to operate brands such as 888Bet in Africa.
The acquisition of BetLion adds over three million registered customers to 888’s African portfolio, expanding its reach in the region.
Strategic Significance:
The acquisition aligns with 888Africa’s growth ambitions and strengthens its position in the African market.
BetLion’s licenses in Kenya, Zambia, and the Democratic Republic of Congo contribute to scaling 888’s African business.
The deal leverages the talent and technology at BetLion to enhance 888’s offerings and create unique experiences for African players.
Future Prospects:
888Africa continues to evolve and expand its presence in Africa, supported by its partnership with BetLion.
While 888 currently owns a minority stake in 888Africa, it has the option to increase its holding and potentially acquire the business outright.
This acquisition underscores 888’s commitment to the African market and its strategy to establish market-leading positions across the continent.
888’s acquisition of BetLion represents a strategic move to bolster its presence in the African iGaming market. With a focus on delivering localized and innovative betting experiences, this partnership positions 888Africa for further growth and success in the region.