888 closes in on Italy sportsbook launch
COO Itai Frieberger says vertical should be up and running in H1 2016 as plans to launch poker are shelved
888 is on track to launch its sportsbook product in Italy early next year but plans to bring its poker offering to the market have been put on ice.
Chief operating officer Itai Frieberger told eGaming Review the firm was currently working with the Italian regulator and sportsbook provider Kambi ahead of its planned launch in 2016.
Frieberger said 888’s casino offering was performing well in Italy, but marketing and acquisition costs had proven to be expensive.
“Our casino offering in Italy is performing well, but acquiring customers directly into casino is very costly and requires a very delicate marketing approach from our side,” Frieberger said.
“When you look at our ecosystem in Italy it is casino only at the moment and that is where we are short.
“Therefore, when we add sports we can create activity around the vertical, make money out of it, and then cross sports into casino, which will give us a very compelling product portfolio in the market,” he added.
Frieberger also confirmed plans to launch 888poker had been put on hold amid the continued decline in the Italian poker market.
“Poker is not on the agenda right now,” Frieberger said. “Italy is a very tough market when it comes to poker, and right now we have bigger fish to fry. But we will probably get there one day,” he added.