888AFRICA, the renowned betting and gaming joint venture that is partially owned by 888 Holdings plc and manages the 888bet brand in Africa, is happy to announce that it has acquired BetLion, a regulated and licensed gaming operator in Kenya and Zambia since 2019. 888Africa BetLion
The acquisition will add considerable new local talent to 888AFRICA along with a fully localized front-end powered by a custom product and platform solution that has benefited from four years of investment and development.
Adding a license in the Democratic Republic of the Congo (DRC) is expected to help the business grow to a large scale and bring in a sizable number of new clients for 888AFRICA.
The headquarters of BetLion is located in Nairobi, Kenya, adding a second hub to the one that already exists for 888Africa in Dar-es-salaam, Tanzania.
A well-known and well-established gambling operator, BetLion has a business plan specifically designed for the African industry. Its primary goal is to deliver top-notch, low-data, and customer-first mobile, web, and sports betting experiences.
888AFRICA is a business with huge ambitions on the continent. We’re delighted to be getting involved in its exciting growth journey, and supporting its expansion through our market-leading front-end software and platform and established licences across the region. We look forward to working more closely with the team and continuing to delight customers with our joint offer.Robert Chirchir MD of BetLion
Established in March 2022, 888AFRICA licenses the renowned betting and gaming brands of 888 Holdings with the goal of growing across Africa’s regulated online markets. The brand provides a distinctive betting experience with regionally appropriate products and services through 888bet, currently live for players in Kenya, Tanzania, Mozambique, and Zambia.
This acquisition is a critical step as we aim to create truly unique betting and gaming experiences to players across Africa. The talent and technology at BetLion is perfectly suited to our growth model and ambitions, and will help to further strengthen our offering as we look to build market-leading positions across Africa. We also look forward to working with our new colleagues and introducing new customers to our local brands.Christopher Coyne, CEO of 888AFRICA
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