888Africa Purchases BetLion

888Africa business is continuing to expand in the African continent by purchasing operator BetLion.

The terms of the deal weren't made publicly available, but the agreement will see BetLion coming into the 888Africa umbrella. The company was founded by Victor Chandler in 2017 as a foothold in the market, and it currently has a presence in Zambia, Kenya, and the Democratic Republic of Congo. In all, the company has 3 million customers.

888Africa was launched in March of last year and is currently working in Kenya, Zambia, Tanzania, and Mozambique. The company is a joint venture between 888 Holdings and a series of people in the gaming industry. 888 licences their brand name in the market and holds a minority stake in the operation. It does hold the option to buy the full business down the line should it choose to do so.

Regarding the purchase, 888Africa CEO Christopher Coyne said, "This acquisition is a critical step as we aim to create truly unique betting and gaming experiences to players across Africa. 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.

"We also look forward to working with our new colleagues and introducing new customers to our local brands."

BetLion Managing Director Robert Chirchir also commented, adding: "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."

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