888poker has done rather well in the first half of 2021 so far. Revenue-wise, the online poker operator marked the first quarter of the year with a 13% increase in revenue, equivalent to $14.7 million. It follows a massive 50% year-over year rise in 2020 when the industry experienced a mini boom.
Positive news have since kept coming for 888poker. In March, the company announced that its partnership with Caesars Entertainment, owner of the World Series of Poker (WSOP), was further extended for five years. And just recently, 888 also confirmed that WSOP.com will go live in both Pennsylvania and Michigan by the end of June, accompanied by the US launch of its new innovative software, Poker 8.
Big Plans for 2022
888poker is poised to achieve more growth this year and expectations are even bigger for 2022. Next year, it will shift its focus towards establishing its own brand, building more partnerships, and growing its network.
Yaniv Sherman, 888 Holdings’ Senior Vice President and Head of US, said that while WSOP.com’s expansion to both the Keystone and Wolverine states remains as their main priority for 2021, they intend to grow the 888poker brand in the US by next year. In line with that goal, the company is looking to open more rooms in other states, and come up with a new network name.
Expanding to Other U.S States
After Pennsylvania and Michigan, 888poker might enter West Virginia, where online poker has been legal for two years now. The state is relatively smaller compared with other regulated markets in the country, which may have been one of the reasons why it failed to attract operators. At present, there is still no licensed online poker site operating in the state, but that may change soon with the possible entrance of 888poker.
Sherman couldn’t provide an exact timeline for when 888poker would go live in West Virginia, but he said the room will launch there “at some point in time”. Among other potential US markets on 888poker’s radar are Indiana and Illinois. Again, the timelines remain unclear, but what’s certain is that 888poker will continue to explore more opportunities for expansion across the US.
AAPN Brand To Become A Thing of the Past
In 2022, 888poker will be totally ditching the “All-American Poker Network” (AAPN) name which was traditionally used to refer to its online poker network operating in New Jersey, Nevada, and Delaware.
In fact, the poker operator has stopped using the AAPN brand since 2019. During that time, 888poker bought out the remaining interest in the network from its joint venture partner Avenue Capital. The acquisition meant 888poker officially became the sole owner of the network, giving the company full flexibility and control in terms of exploring significant growth opportunities across the US.
The AAPN was created as a joint venture between 888 and Avenue Capital in 2013. The initial aim was to establish a strong online gaming platform in regulated states across the country, but legal issues hampered its growth.
Now, with the recent positive developments in relation to the status of online poker in the US, the future looks bright for the network, with more states potentially being added soon. Sherman confirmed that by next year, the network will get a new name.
It might operate as the “888poker” network, or use a recognized U.S facing brand. To make that possible, Sherman said they will need to partner with a U.S brand. Discussions with potential brand owners are ongoing but Sherman said that given that 888poker is a big brand across the world, they might go with their own brand.
888poker spent the last few years enhancing its software, creating partnerships, and improving the overall online poker experience. The company’s future plans indicate that it is taking things seriously when it comes to building its own brand and elevating its status as one of the leading players in the US online poker market.

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