Poll results: Readers mixed on 888 sportsbook prospects

Respondents to this week’s eGaming Review poll are unsure whether 888 will find success in the sports betting market after the operator announced it was to invest significantly in the vertical prior to next summer’s FIFA World Cup.

888 launched a new UK advertising campaign across television, mobile and online in an attempt to acquire new customers. The Gibraltar licensee signed a deal with Kambi in May to receive a fully managed sportsbook solution.

Senior vice-president and head of 888’s B2C division Itai Pazner told eGR that while the company’s sportsbook had been complimentary to its other products until now, it is now considered a “main business avenue” and growth in the vertical is anticipated next year.

However, respondents to this week’s poll do not share Pazner’s enthusiasm, with just 25% thinking 888 will replicate its poker and casino success in sports betting and become one of the market leaders.

A slim majority of readers (39%) think that 888 has a chance of gaining some market share as it ramps up its sportsbook offering, but not enough to challenge the vertical’s big guns.

Sportsbook heavy hitters bet365, William Hill and Paddy Power possess a considerable portion of the UK’s sports betting market share and will also be ramping up their efforts in the lead-up to the World Cup and as part of efforts to offset the imminent UK point of consumption tax.

As such, 36% of readers believe 888’s sportsbook won’t have much of an impact at all and the operator will struggle to gain market share in what remains a thoroughly competitive market.