888 has integrated "a pan European sports betting offering" into its suite of gambling entertainment. The new site, 888sport, began running today in five languages: English, Spanish, German, Swedish and Danish.
888sport is 888's first venture into betting. The company benefits from a partnership with experienced bookie Bluesquare, a subsidiary of Rank. BlueSquare developed the site and will continue to provide the expertise to manage and market 888sport. BlueSquare has no experience operating outside the UK, but 888 has plenty.
"Blue Square has earned a strong reputation in the UK for innovation in interactive betting and gaming," said BlueSquare managing director Martin Belsham. "Today marks the company's first move overseas, bringing together Blue Square's market-leading sports betting products with 888's international brand strength. The launch of a multi-lingual sportsbook is part of our strategy to access a broader customer base by developing and marketing gaming and sports betting products for the international marketplace."
888sport will offer betting props on UK and Irish horseracing; UK, European and international football; greyhound racing; golf; cricket; rugby; tennis; novelty events such as political races, reality TV shows, award shows and more. Live in-running betting is on offer, and the site is localized with editorial content and betting offerings tailored for speakers of each of the five languages.