LONDON (ShareCast) - (Sharecast News) - Betting and gambling operator 888 has launched a new Sports Illustrated-branded wagering experience 'SI Sportsbook', in Colorado, it announced on Tuesday.
The FTSE 250 company said SI Sportsbook would combine its technology with the Sports Illustrated brand to create a "unique proposition" for sports fans.

It was purpose-built for the United States market, and was launched ahead of the National Football League (NFL) season.

The product, offering an "enhanced" in-play betting market, would be powered by official data from the most popular sporting leagues and tournaments including the NFL, National Basketball Association (NBA), Major League Baseball MLB), National Hockey League (NHL), NASCAR, and the English Premier League.

With more than 30 million monthly unique users, Sports Illustrated would engage readers and fans by incorporating betting information and insights from SI Sportsbook across its content, media, and gaming.

888 would provide "unique and differentiated" tools including a multi-sport 'Pickem' game, betting widgets, betting education tools, and intelligent hyperlinking to create a dynamic sports betting experience for customers.

The firm said its proprietary sports betting platform enabled it to efficiently launch SI Sportsbook into other US states, while providing a customised experience for customers adhering to local regulation.

Following its launch in Colorado, 888 said it was working to launch the SI Sportsbook in several more states.

"We strongly believe we have developed a unique and differentiated sports wagering experience that combines the power of our proprietary technology platform with one of the most impactful sports media brands for nearly 70 years," said 888's senior vice-president and head of the US market, Yaniv Sherman.

"By partnering with Sports Illustrated, we have created a strong platform that enables us to build our US position through Sports Illustrated's extensive brand footprint.

"This provides an opportunity to cost-effectively acquire customers and build a profitable business over time."

At 0916 BST, shares in 888 Holdings were down 1.52% at 400.4p.

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