888AFRICA acquires BetLion to continue expansion across the continent

The acquisition will bring significant new local talent into 888AFRICA, alongside a highly localised front-end powered by a bespoke product and platform solution that benefits from 4 years of investment and development. With the addition of a licence in the Democratic Republic of Congo (DRC), it is expected that the transaction will help drive further scale in the business, as well as introduce significant numbers of new customers to 888AFRICA. BetLion is headquartered in Nairobi, Kenya providing a second hub to sit alongside 888AFRICA’s existing hub in Dar es Salaam, Tanzania.

BetLion is a leading established gaming operator with a business model tailored to the African market. It is focused on providing high-quality, low data, and customer-first mobile-based and online gaming and sports betting experiences. It currently has over 3 million registered customers who benefit from its bespoke front-end technology, which delivers an innovative and seamless customer experience. It is currently licenced in Kenya, Zambia and the Democratic Republic of the Congo (DRC) among others.

Founded in March 2022, 888AFRICA licences 888 Holdings’ world-class betting and gaming brands with an ambition to expand across Africa’s regulated online markets. Currently live for players in Kenya, Tanzania, Mozambique and Zambia through 888bet, the brand offers a unique betting experience with locally relevant products and features.

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, 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.”