British igaming operator 888 Holdings will continue its collaboration with Caesars Interactive in the poker vertical. Established as a household name in the online poker segment, 888 will extend its contract with the brand and continue to provide B2B poker software for Caesars Interactive Entertainment (CIE). Under the new agreement, the companies will work on existing products as well as focus on establishing new opportunities for poker aficionados.
What Does the New Partnership Signify for Caesars and 888?
As part of the partnership, 888 Holdings will continue to power the World Series of Poker (WSOP), which is Caesars’ leading online poker platform. This is known as one of the biggest poker events in regulated markets today.
WSOP unites hundreds of thousands of entrants from across the globe and gathers thousands of people in the United States for what is considered to be the most prominent poker event in the world. 888 Holdings will remain focused on backing Caesars’ efforts with WSOP in the mobile and online poker landscape in the United States.
Poker is slowly being legalized in new states, with WSOP making decisive strides in those new jurisdictions in a bid to increase poker’s clout. Presently, 888’s platform is available in all regulated gaming markets, including New Jersey, Delaware and Nevada, with Pennsylvania being the only state not currently featuring 888 and WSOP.
The states are also part of a shared-liquidity program that allows the website to host bigger prize pools and tournaments, leading to higher participation and better engagement with consumer bases. This partnership between 888 Holdings and Caesars comes at a time when 888 Holdings has completely revamped its software, releasing a next-generation platform known as “Poker 8.”
Poker 8 first launched in Europe in November 2020 and is now coming to the United States to provide players with an improved overall level of play. Commenting on this partnership, 888 Holdings’ US Senior Vice President, Yaniv Sherman, had this to say:
“Our partnership with Caesars has been powering the hugely popular WSOP brand online since 2013 and we are looking forward to continuing this relationship for many years to come. We are also excited at the prospect of adding new states to our unique interstate poker network in 2021 and beyond, which we believe would drive a significant increase in liquidity for poker players on the 888 platform. Our extended relationship will also enable 888 to gain a presence in new U.S states following the required regulatory approvals.”
888 Holdings has already successfully extended its executive team. The company added Vaughan Lewis from the Stars Group to expand its strategy team and the company has also managed to obtain a license to start offering products in Buenos Aires’ newly regulated gaming market.
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