888Africa Announces Acquisition of BetLion

888Africa is a joint venture owned by 888 Holdings and a separate leadership group, which operates the 888bet brand in Africa, while BetLion, is an operator that is mainly based in Kenya and Zambia since 2019.

Founded in March 2022, 888Africa licences 888 Holdings’ betting and gaming brands with ambition to expand across Africa’s online markets. 888 is currently live for players in Kenya, Tanzania, Mozambique and Zambia through 888bet.

BetLion is headquartered in Nairobi, Kenya, providing a second headquarters to sit alongside 888Africa’s existing hub in Dar es Salaam, Tanzania.

BetLion’s business model is tailored to the African market to provide high-quality and low-data mobile gaming and sport betting experiences. It is currently licensed in Kenya, Zambia and the Democratic Republic of the Congo (DRC).

This acquisition will help bring new local talent into 888Africa and with the addition of a licence in the Democratic Republic of Congo (DRC), that should allow for a further customer reach for 888. 

BetLion currently has over three million registered customers.

Robert Chirchir, MD of BetLion, said, “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, noted that this acquisition “is a critical step as we aim to create truly unique betting and gaming experiences to players across Africa and that 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.”

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