888 is looking to unlock the “significant potential” of an African region that is “forecast to reach $5.6bn by 2031” after going live in Kenya, Tanzania, Mozambique and Zambia.

This sees the 888bet joint venture, which was founded in March 2022, hit its target of regulated market launches in the half-year after being established, amid an “ambitious strategy to expand across Africa’s regulated online betting and gaming markets”.

888bet, which is looking to “capitalise on growing demand and maximise growth opportunities,” is led by Christopher Coyne, ex-CEO of Goat Interactive and former CMO of The Stars Group.

“We are delighted to hit our target and launch into four regulated markets within six months of founding the business,” explained Coyne.

“This is an important milestone that provides us with fantastic opportunities for further expansion in the future. 

“We have enormous ambitions and believe the strength, history and trust of the 888 brand gives us a real competitive advantage as we look to build market-leading positions across Africa. 

“We look forward to introducing 888bet and its unique offer to new players across the region in the months ahead.” 

The brand has focused on customer experience and updated that it has 85 per cent coverage of mobile network operator payments in its markets. 

888bet offers cash out, jackpots, and free to play, while 888casino features 1,500 casino games and a full offering in Zambia, with future launches planned subject to licensing. The offering is currently available in Swahili, Portuguese, and English.

Itai Pazner, CEO of 888, commented: “It is great to see Christopher and his team successfully launch 888bet in Kenya, Tanzania, Mozambique and Zambia and begin 888Africa’s growth story on the continent. 

“As a region with significant potential, we are excited to watch 888Africa continue to develop its offer and launch new and exciting products for players over the coming years and months, while introducing consumers to the fantastic 888 brand.”