888Africa, a venture financially supported by 888 Holdings, is increasing its footprint in Africa by purchasing BetLion, a well-known wagering platform. BetLion boasts a customer base exceeding 300,000 and has been successfully running in Kenya and Zambia since 2019.
This calculated maneuver enables 888Africa, which debuted in 2022 and already manages the 888bet brand in numerous African nations, to penetrate emerging markets and broaden its scope throughout the continent.
BetLion is recognized for its mobile-centric strategy, providing a data-efficient platform ideally tailored for the African market. The acquisition will establish BetLion’s Nairobi central office as a vital center for 888Africa, complementing its existing base in Tanzania.
This agreement marks a substantial stride for 888Africa, incorporating valuable regional knowledge and granting them entry into the Democratic Republic of Congo through BetLion’s current permit. Robert Chirchir, Chief Executive Officer of BetLion, conveyed his excitement, affirming that 888Africa is an organization with ambitious objectives for the African continent.
Excitement filled us to join this dynamic expansion path and utilize our advanced software, infrastructure, and current authorizations to aid the company in broadening its regional presence. We anticipate collaborating more closely with the group and persisting in impressing clients with our combined offerings.”
Christopher Coyne, Chief Executive Officer of 888Africa, supplemented: “This acquisition represents a pivotal move in our dedication to crafting a genuinely extraordinary betting and gaming encounter for players within Africa. BetLion’s expertise and technological capabilities mesh seamlessly with our growth trajectory and aspirations, enabling us to further bolster our product as we endeavor to establish market dominance throughout the continent.”
This announcement follows closely on the heels of 888 designating Per Widerström as its incoming Chief Executive Officer.