888AFRICA Expands its Presence in Africa with the Acquisition of BetLion

888AFRICA, a joint venture part-owned by 888 Holdings plc, has successfully acquired BetLion, a licensed gaming operator in Kenya and Zambia since 2019. The acquisition is part of 888AFRICA’s ongoing expansion strategy across the African continent.

Over 3 million registered customers

The deal brings a host of local talent into 888AFRICA, complemented by a highly localized front-end powered by a bespoke product and platform solution that has undergone four years of investment and development. With a new license in the Democratic Republic of Congo (DRC), the acquisition is expected to drive further business growth and introduce a substantial number of new customers to 888AFRICA. BetLion’s headquarters in Nairobi, Kenya, will serve as a second hub alongside 888AFRICA’s existing hub in Dar es Salaam, Tanzania.

BetLion is a prominent gaming operator that tailors its business model to suit the unique demands of the African market. It focuses on delivering high-quality, low-data, and customer-centric mobile-based and online gaming and sports betting experiences. With over 3 million registered customers, BetLion’s bespoke front-end technology ensures an innovative and seamless customer journey. The company currently holds licenses in Kenya, Zambia, the Democratic Republic of the Congo (DRC), and other regions.

Expanding across Africa

Launched in March 2022, 888AFRICA licenses 888 Holdings’ renowned betting and gaming brands, aiming to expand across Africa’s regulated online markets. Presently living in Kenya, Tanzania, Mozambique, and Zambia through its 888bet brand, 888AFRICA offers a unique betting experience with locally relevant products and features.

Robert Chirchir, Managing Director of BetLion, expressed enthusiasm for joining 888AFRICA’s growth journey: “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, emphasized the significance of the acquisition: “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 is 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.”