888 has signed an agreement with five industry veterans to form a new joint venture that will operate 888 brands in online betting and gaming markets across selected regulated markets in Africa.
888 has invested in a minority stake in 888AFRICA, with the option to increase this to take control and ultimately own up to 100 per cent of the venture in the future.
888AFRICA will be led by highly respected industry leaders including Christopher Coyne, former chief marketing officer and chief customer officer at The Stars Group; Andrew Lee, former MD - sportsbook of The Stars Group and current chairman of Voxbet; Alex Rutherford, former chief product officer at Editec Online; Ian Marmion, former sportsbook trading director at The Stars Group; and Helen Scott-Allen, former CFO of Premier Bet.
Under the terms of the agreement, 888AFRICA will pay a brand licence fee to use and operate 888's renowned online betting and gaming brands in selected regulated markets in Africa.
The brands will operate via a third-party technology platform, with products and content designed for the local preferences of the African market. Initially, 888AFRICA expects (subject to licensing) to launch in four markets on the continent during 2022.
