Who Owns 888bet
888bet is a growing force in Africa’s online betting ecosystem. But who owns this brand, and who leads its development on the continent? This article reveals the ownership structure, leadership team, expansion strategy, and what it means for players in Africa’s rapidly evolving iGaming markets.
Who Owns 888bet Brand
The 888bet brand belongs to 888AFRICA, a joint venture launched in March 2022. This entity operates with support from 888 Holdings plc, a globally recognized iGaming company now trading as Evoke plc. Although 888 Holdings owns only a minority stake, it retains the option to increase its share up to 100% in the future. Furthermore, 888AFRICA pays a brand licence fee to use the popular 888 trademarks in regulated African markets.
Thanks to this partnership, 888bet benefits from an international reputation while building local trust. The hybrid ownership model also allows the venture to remain flexible and adapt to regional demands.
The Leadership Team Behind 888AFRICA
The daily operations and strategic direction of 888AFRICA are driven by a group of industry veterans:
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Christopher Coyne, CEO of 888AFRICA, previously CMO at The Stars Group
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Andrew Lee, former Sportsbook MD of The Stars Group and current Voxbet chair
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Ian Marmion, ex-sportsbook trading director at The Stars Group
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Alex Rutherford, ex-Chief Product Officer at Editec Online
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Helen Scott‑Allen, former CFO of Premier Bet
This leadership brings deep iGaming knowledge and African market experience, ensuring the brand is well-adapted to local preferences and regulatory environments.
Strategic Acquisition of BetLion for Local Strength
To accelerate market penetration, 888AFRICA acquired BetLion, a mobile-first Kenyan betting operator founded by Victor Chandler in 2017. BetLion held licences in Kenya, Zambia, and the DRC, and served over 3 million registered customers.
This acquisition brought local licences, technical infrastructure, and customer base into the venture. According to 888AFRICA CEO, the move strengthened their African operations and aligned with their rapid growth strategy.
888bet Rollout Across African Countries
In October 2022, 888AFRICA launched 888bet in four regulated African markets: Kenya, Tanzania, Mozambique, and Zambia. The brand offers sportsbook, casino, jackpots, and free-to-play content in multiple languages including English, Swahili, and Portuguese.
This rollout is part of a broader ambition to be the leading content provider across African markets by 2027. Expansion to additional markets is planned as licences and infrastructure allow.
Local Regulation and Licensing Measures
888bet operates under local licenses issued by national gambling authorities in each market. For example, in Kenya they comply with the Betting Control and Licensing Board (BCLB), and in Tanzania with the Gaming Board of Tanzania.
This regulatory setup ensures legal operations, consumer protection, and trust with African players. It reinforces the brand’s credibility in increasingly regulated African markets.
What Ownership by 888 Holdings Means for African Players
Players benefit from the backing of a major international operator. This means access to secure and reliable platforms, technology built to global standards, and consistent access to international products like live casino and virtual sports.
The leadership team’s experience ensures localized innovation—such as low-data mobile interfaces—and customer-first features like cash-out and jackpots that resonate with African audiences.
The Bigger Picture for African iGaming Growth
With the African gambling market projected to grow substantially—forecasts estimate it could reach USD 5.6 billion by 2030—strategic brands like 888bet are well-positioned to capitalize on rising demand.
As 888 Holdings hold the option to increase its stake to full ownership, the venture may evolve into a fully integrated arm of the global group. That could bring further investment, innovation, and product expansion.
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