888AFRICA, the globally recognized betting and gaming joint venture co-owned by 888 Holdings plc, has successfully completed the acquisition of BetLion, a licensed gaming operator that has been operating in Kenya and Zambia since 2019. The acquisition marks a significant milestone in 888AFRICA’s ongoing expansion efforts across various regions of the African continent.
Robert Chirchir, Managing Director of BetLion, expressed enthusiasm for the collaboration, stating, “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.”
Christopher Coyne, CEO of 888AFRICA, underlined the strategic significance of the acquisition, saying, “This acquisition is a critical step as we aim to create truly unique betting and gaming experiences for players across Africa. The talent and technology at BetLion are 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.”
888 Holdings PLC, known commonly as 888, is a public company that owns several popular gambling brands and websites, including 888sport, 888casino, and 888poker. Headquartered in Gibraltar, 888 is listed on the London Stock Exchange. The strategic partnership with BetLion represents a continuation of 888’s commitment to expanding its presence and impact in the global gambling and gaming industry in Africa.
Founded in March 2022, 888AFRICA operates under licenses from 888 Holdings’ renowned betting and gaming brands. The venture is dedicated to expanding its presence in Africa’s regulated online markets. Currently serving players in Kenya, Tanzania, Mozambique, and Zambia through the 888bet platform, 888AFRICA delivers a distinct and localized betting experience.
BetLion, headquartered in Nairobi, Kenya, boasts a reputation as a leading gaming operator with a business model tailored to meet the unique demands of the African market. The company specializes in offering high-quality, low-data, and customer-centric mobile-based and online gaming experiences. Presently, BetLion has a substantial user base of over three million registered customers, benefiting from its innovative front-end technology that ensures a seamless and engaging user experience. The company holds licenses in Kenya, Zambia, the Democratic Republic of the Congo (DRC), and other regions.
The acquisition enables 888AFRICA to leverage BetLion’s extensive local expertise and a specialized product and platform solution that has been meticulously developed over a period of four years. Additionally, the inclusion of a license for operations in the Democratic Republic of Congo (DRC) is expected to drive further growth and introduce a significant number of new customers to the 888AFRICA platform. The acquisition also establishes a second hub in Nairobi, Kenya, which complements 888AFRICA’s existing hub in Dar es Salaam, Tanzania. This move is anticipated to facilitate enhanced operational efficiency and customer engagement within the region.