888 goes live with revamped sportsbook front-end
New product looks more like operator’s Orbit casino front-end than traditional Kambi sportsbook
888 has launched a new front-end for its UK-facing sportsbook product, EGR Intel has learned.
The new front-end marks the first time the operator has moved off the ‘out-the-box’ Kambi solution, and is now live in both the UK and Sweden.
Visually, the new product looks more akin to 888’s Orbit casino front-end than a traditional Kambi sportsbook .
The new 888sport homepage
888 is still planning to ultimately move off the Kambi platform and onto the BetBright tech it acquired in March, with the first market – Sweden – expected to migrate in Q1 2020.
The new version of 888sport will feature several BetBright features, including BetFinder to help racing punters identify bets, and a recommendation engine that highlights what other users are betting on.
888 has set itself an ambitious target of doubling its sportsbook revenues, which are already close to $100m.
888’s existing sportsbook platform contract with Kambi expires in 2021.
The company yesterday launched Orbit in New Jersey as it continues its US expansion.