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888sport Goes Live for Online Sports Betting in New Jersey
By Kyle Scott
Published:
888sport became the sixth online sports betting site to go live in New Jersey today.
The brand, owned by the similarly named 888holdings, which will use the Caesars license, has been targeting an early NJ launch since the spring.
While it might not be familiar to US customers, 888 is a major European betting company, sponsoring several English soccer clubs including Birmingham City. They already offer several New Jersey online gambling brands for casino and poker to join its NJ online sports betting offering.
In a statement, 888 CEO Itai Frieberger indicated that he sees the US market as a major area of growth:
“The launch of 888sport.com in New Jersey is a major milestone for the company in our ongoing expansion across the regulated US online gaming market,” said Chief Executive Itai Frieberger.
“We now have our sport, casino and poker products all operational in the US and are continually developing our proposition, brands and technology to ensure that the group remains exceptionally well positioned to capture the potentially significant future growth opportunities as new regulation allows,” added Frieberger.
Kambi will power 888sport
888sport’s betting app will be powered by Kambi, which underpins the sportsbook for both DraftKings and SugarHouse, meaning the lines and odds presented in these three apps, with a few exceptions, will be identical. Each provider does have the ability to request custom action – such as how DraftKings offers betting on daily fantasy totals – but they may have to pay extra for that privilege. For the average bettor, this means they can’t get any different odds across the three sites and that it will ultimately come down to preference on interface and bonus offers.
888sport promo code
As of yet, 888sports isn’t offering any sort of signup bonus or promo code in New Jersey, but seeing as though they are a relatively new brand to sports bettors in the US, I would be shocked if they didn’t offer something substantially aggressive to win prospective customers from DraftKings, FanDuel, SugarHouse and others.
Mobile-friendly interface
It’s clear early on that the sportsbooks that feature a mobile-friendly interface will lead in legal US sports betting. Apps from PlayMGM and Caesars look awful compared to DraftKings, FanDuel, and even SugarHouse. 888sports offer a clean, mobile-focused interface that will instantly be familiar to younger players.
888sport history
888sport is actually based out of Gibralter and was founded in 2008. They’ve focused heavily on social media to promote their brand. They became one of the first non-US companies to be approved for online betting in 2013, when Nevada granted them a license to operate.
The company itself launched in 1997 and has become popular largely through its poker properties. But over the last few years their revenues began to soar as mobile betting took off. They have won three major gaming awards including Online Bingo Operator of the Year at the IGA Gaming Awards, Best Bingo Marketing Campaign from EGR, and Best Digital Operator at the Global Gaming Awards in Las Vegas.
We will have a full review of 888sport’s NJ betting app soon.
Kyle Scott is the founder and editor of CrossingBroad.com. He has written for CBS Philly and Philly Voice, and been a panelist or contributor on NBC Sports Philly, FOX 29 and SNY TV, as well as a recurring guest on 97.5 The Fanatic, 94 WIP, 106.7 The Fan and other stations. He has more than 10 years experience running digital media properties and in online advertising and marketing.