In less than a month, 888 Holdings has won contracts from two of the software licensing industry's biggest players, CryptoLogic Ltd. of Dublin and Playtech Ltd. of London.
In an agreement announced Monday, the Gibraltar company said it will supply its poker platform to The PokerDome Group in Australia, which operates land-based poker rooms in the Asia-Pacific region and develops related products, including a curious concoction called No Limit Energy Drink.
PokerDome previously ran its Southern Cross Internet poker brand on Playtech's iPoker network, but has now launched PokerDomePoker.com on 888's software.
With the addition of PokerDome, 888 is within one place of the top ten on PokerScout.com, a Web site measuring seven-day liquidity trends. It trails Absolute Poker, which still serves the United States market, by just below 200 players.
888's poker network, Pacific Poker, as of Monday maintains liquidity of 1,549 players, a total the company is sure to add to via more licensing agreements later this fiscal year.
With a market that is driven by licensee wins and acquisition, 888 is seemingly poised to prosper with no debt, strong marketing and cash of $100 million.
"I think you'll see 888 make a couple of significant acquisitions over the next six months, and I imagine that they'd be the biggest player in the online gaming industry within the next two to three years," an analyst, who wished not to be named, told IGamingNews on Monday.
"Today's deal," the analyst said of the PokerDome agreement, "enables 888 to leverage an offline poker operator in Australia, where it'd be more difficult for 888 to get that sort of brand presence. But they can leverage and get into new markets by using other people's brands, and it's as simple as that.
"It's (white labeling) going to be a clear winning strategy, because to reach so many customers, communities and players, 888 would find that incredibly difficult without having to spend a hell of a lot of money."
Financial details of the PokerDome deal were not disclosed.
In June, 888 inked a five-year licensing deal with Sportech, a licensee of CryptoLogic until this September.
Chris Krafcik is the editor of IGamingNews. He lives in St. Louis, Mo.