888 Holdings has launched its 888sports brand in New Jersey with Kambi, representing the first steps into the US market for the online gaming firm.

888 Holdings

Sportsbook provider Kambi will power a diverse selection of sports markets for customers across desktop, mobile and tablet devices, with the launch complementing already established 888casino and 888poker brands in the Garden State.

With each product leveraging 888’s back-office systems, CRM and marketing capabilities, customers in the US can now play poker, casino games and bet on sports events from a single login and bankroll.

88 Holdings says that the launch “paves the way” for the company to launch in further US states when future regulation allows. Itai Frieberger, CEO of 888, said: "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 and provides 888 with a unique and truly multi-product proposition in what is currently the largest regulated US state.

“888 has been committed to developing its position in the US since launching in Nevada, the first regulated US state, nearly six years ago and today we are the only operator with a presence in all three regulated US states. 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."