888 made another acquisition over the weekend, buying up the entirety of BetBright.
The deal, worth £15m, will allow 888 to have complete control over their technology and product development. This is across 4 key products – casino, sports, poker and bingo – according to the company.
BetBright launched back in 2016. The deal will see 888 integrate the platform into their own proprietary backend as soon as ‘practically feasible’.
The deal is for the company that owns the brand, Dedsert Limited and Dedsert (Ireland) Limited and its affiliates.
It is also expected that the BetBright Dublin office will be integrated into the 888 family.
Chief Executive of 888 – Itai Pazner – told us:
“This acquisition of a high-quality and scalable sportsbook is an exciting milestone for 888. It gives the Group the missing piece in our proprietary product and technology portfolio. This will enable 888 to own proprietary, end-to-end solutions across the four major online gaming verticals.
“With 888Sport becoming an increasingly established and popular worldwide sports betting destination, we believe it is the right time to take ownership of our full sports betting proposition. We are confident that this acquisition will increase the Group’s long-term prospects and differentiation in the growing global sports betting market.
“The BetBright sportsbook has been developed by a fantastic team and is a high quality and scalable platform. Our new colleagues joining from BetBright will significantly strengthen 888’s sports betting expertise and industry know-how, and we are delighted to welcome them into the Group.
“This is the third acquisition that the Group has made in recent months and demonstrates the Group’s commitment to its strategy: to be a global leader in the online gaming market by driving organic growth across regulated markets, supported by value-added M&A.”
Update: just a couple of days later, Betbright cam under massive criticism form punters and the UK Gambling Commission after they cancelled bets made on future events.