888 Holdings, the parent company of 888poker spent the first half of 2021 strengthening existing partnerships, as well as finding new partners that share a common vision with the company.
Earlier this year, 888 announced a multi-year extension of its exclusive B2B poker deal with Caesars Interactive Entertainment, which means it will continue to provide software support to WSOP.com for five more years. The site has recently gone live in Pennsylvania, with the launch accompanied by the US debut of Poker 8, 888poker’s new innovative software. WSOP MI will launch next, with plans to expand further to West Virginia and Connecticut.
888’s Partnership With ABG & SI
888 has made it clear that strengthening its relationship with key partners remain a top priority, though it also intends to grow its own brand. Just recently, the company has started another joint venture that would add to their busy schedule throughout the year, this time with American brand management company Authentic Brands Group (ABG), the owner of popular sports magazine Sports Illustrated (SI).
The joint venture involves the launch of an SI-branded online sportsbook and iGaming products including online poker and casino games. When asked why they’ve decided to choose as their latest iGaming partner, 888 Holdings Senior Vice President and Head of US Yaniv Sherman said the sports magazine’s appeal with women and older people was a huge factor.
SI Popular Among Female, Older Consumers
According to Sherman, they assessed SI’s user demographic data for the period June 2020 – June 2021, and found that a large portion of its customer base are older people. Those aged between 25 and 34 represent the highest percentage of users (23.2%), 20.2% were in the 35-44 age group, and18.2% belonged to the 45-54 bracket. Users aged between 55 and 64 account for 15.9%, while 11.1% were aged 65 and above.
The figures show that SI is more popular with the 55 and older demographic. This is unusual these days, according to Sherman, given that most brands today usually attract the younger age groups. SI’s ability to capture this key demographic makes it stand out from the rest, and even Sherman himself acknowledged that SI “strikes the right chord” with him. He is in his 40s and considers himself an avid reader of the magazine.
Back in the day, SI, like any other top brand, was effective in generating awareness, but it shouldn’t stop there, according to Sherman. He said the key to business success these days is to turn that awareness into actual conversion, and 888 will try to achieve this by focusing more on the sentimental nostalgia angle in terms of launching their SI-branded iGaming products.
Another intriguing aspect in SI’s latest user demographic data is that it also has a strong appeal among female consumers. Women accounted for 23.2% of SI’s customer base for the same period, June 2020 – June 2021. Sherman describes this figure as pretty good, and if the SI-branded online sportsbook could attract a similar percentage of female users, it would be a significant achievement, as sports betting generally appeals to male customers.
Sherman said they wanted to focus on this often ignored segment (female consumers), and SI’s unique appeal with this key demographic will make a huge difference.
888 and ABG will jointly launch the SI-branded sportsbook later this year, with the product to be introduced first in Colorado.
888 is also looking at SI Poker’s potential, and is keen on establishing the new online poker platform in the US market. The company said it will assess its performance in Colorado and take their next steps from there. Sherman also indicated that SI Poker will very much become part of interstate deals. 888poker currently enjoys shared liquidity in New Jersey, Nevada, and Delaware via the WSOP/888 network. The network is expected to grow once PA and MI join in.
Sherman said any success achieved in relation to their joint venture partnership with ABG and SI will be a huge boost for 888 as it expands in the US.

TightPoker Staff

TightPoker Staff

Subscriber