Online gambling operator 888 has announced the launch of its 888bet brand in Kenya, Tanzania, Mozambique and Zambia through the 888Africa joint venture.

888Africa was established in March to operate 888 brands in online betting and gaming markets across select regulated countries across Africa. 888 initially invested in a minority stake in the venture, with the option to increase this to take control and ultimately own up to 100% of 888Africa.

The roll-out of 888bet in Kenya, Tanzania, Mozambique and Zambia marks the first launches in Africa since 888Africa was founded six months ago.

Players in each of the countries will have access to online sports betting, while consumers in Zambia will also be able to play online casino games through 888casino.

888 said it is also planning launches in other African markets in the future, subject to local licensing.

“We are delighted to hit our target and launch into four regulated markets within six months of founding the business,” 888Africa chief executive Christopher Coyne said. “This is an important milestone that provides us with fantastic opportunities for further expansion in the future.

“We have enormous ambitions and believe the strength, history and trust of the 888 brand gives us a real competitive advantage as we look to build market-leading positions across Africa. We look forward to introducing 888bet and its unique offer to new players across the region in the months ahead.”

888 chief executive Itai Pazner added: “It is great to see Christopher and his team successfully launch 888bet in Kenya, Tanzania, Mozambique and Zambia and begin 888Africa’s growth story on the continent.

“As a region with significant potential, we are excited to watch 888Africa continue to develop its offer and launch new and exciting products for players over the coming years and months, while introducing consumers to the fantastic 888 brand.”

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