6 October 2022

888 Holdings Plc

("888" or "the Group")

888AFRICA launches 888bet in Kenya, Tanzania, Mozambique, and Zambia

Significant milestone in the brand's ambitious growth strategy to expand across the continent

888 (LSE:888), one of the world's leading betting and gaming companies with internationally recognised brands including 888, William Hill, Mr Green and SI Sportsbook, is pleased to announce the launch of 888bet in Kenya, Tanzania, Mozambique and Zambia with local licences through the joint venture 888AFRICA.

Founded in March 2022, 888AFRICA licences 888's world-class betting and gaming brands with an ambitious strategy to expand across Africa's regulated online betting and gaming markets. It is managed by a team of highly respected industry leaders, led by Christopher Coyne, former CEO of GOAT Interactive and former CMO of The Stars Group.

888bet, its consumer brand, offers a unique betting experience for players, combining 888's innovative and exciting brand with locally relevant product features. 888AFRICA's Team has focused on customer experience and already has 85% coverage of mobile network operator payments in its markets. 888bet offers cash out, jackpots, and free to play and on 888casino there are over 1,500 casino games with the full casino offering in Zambia, with future launches planned in other markets subject to licensing. The offering is currently available in Swahili, Portuguese, and English, and has launched in each market with several launch offers for new players.

Expanding into markets like Kenya, Tanzania, Mozambique and Zambia, which have attractive, long-term growth potential, is a key part of 888's corporate strategy. With the African gambling market forecast to reach $5.6 billion by 2030¹, 888bet is well placed to capitalise on growing demand and maximise growth opportunities.

Christopher Coyne, CEO of 888AFRICA, commented:

"We are delighted to hit our target and launch into four regulated markets within 6 months of founding the business. 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."  

Itai Pazner, CEO of 888 Holdings Plc, 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."

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1. African Gambling Market - Industry dynamics, market size, opportunity and forecast to 2030: https://www.astuteanalytica.com/industry-report/africa-gambling-market

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About 888 Holdings Plc:

888 Holdings plc (and together with its subsidiaries, "888" or the "Group") is one of the world's leading betting and gaming companies. In 2022, the Group acquired the international (non-US) business of William Hill to create a global industry leader. Headquartered in Gibraltar, and listed in London, the Group operates from 15 offices around the world and employs over 12,000 people globally.

The Group's mission is to lead the gambling world in creating the best betting and gaming experiences, bringing unrivalled moments of excitement to people's day-to-day lives. It achieves this by developing state-of-the-art technology and content-rich products that provide fun, fair, and safe betting and gaming entertainment to customers around the world.

The Group owns and operates internationally renowned brands including 888casino, 888sport, 888poker, William Hill and Mr Green. In addition, the Group operates the SI Sportsbook brand in the US in partnership with Authentic Brands Group.

Find out more at:

http://corporate.888.com/

http://williamhillgroup.com/