888 to add a multi-national sportsbook to its arsenal

For the second time in less than a month, 888 Holdings has jumped into the world of sports gambling. But this time it's expanding its reach.

Following the launch of the Italian sportsbook, 888.it, in mid-October, 888 announced Monday that it has agreed to a partnership with Blue Square to develop a multi-national sportsbook that will further complement the Gibraltar-based online gaming company's offerings of casino, poker, bingo and backgammon.

"Our analysis shows that a significant proportion of our players bet on sport events occasionally," said Gabi Campos, 888's senior vice president."

Under the terms of the partnership, Blue Square will supply a multi-lingual betting service to 888, enabling their customers to place sports bets from the 888.com websites. Blue Square, which is part of the Rank Group, will also manage fixed odds betting and sports content per region. Revenues from sports betting will be shared between Rank and 888.

"This is an agreement that strengthens both parties," said Martin Belsham, managing director of Blue Square. "We will benefit from 888's international experience and liquidity as we extend our reach beyond the U.K.; and 888 will complete their customer offer by adding Blue Square's innovative range of betting products."

888 plans to initially offer the new sportsbook on a Pan-European basis in early 2008, with localized sportsbook offerings being rolled out in several EU countries, including the U.K.

"The deal will enable 888 to capitalize on our extensive global customer base and grow in new territories," Campos added.