888 adds sports betting to casino app
Operator looks to boost cross-sell into nascent sportsbook with addition of tab to flagship casino app
888 has updated its casino iOS app with a sportsbook tab as it looks to increase cross-selling between the verticals.
The integration of sports betting options into the operatorâs flagship app is will likely to provide a boost to the vertical, which posted 115% revenue growth in 2014 on the back of a relaunch on the Kambi platform.
888Sport already has a dedicated app in the App Store, but the integration with 888âs largest vertical, representing 56% of B2C revenue in 2014, will be a key growth driver for the business.
The firm made a concerted push on mobile across all verticals in 2014, with a substantial investment in in-house development, in a move credited to helping 888 to 35% growth in the UK last year.
In March, 888âs full year results showed that mobile was responsible for over 40% of all deposits, and close to 50% of all registrations and first-time-deposits, with CEO Brian Mattingley saying mobile was âunderpinning our growth across verticalsâ.
While bingo was the strongest growth vertical on mobile, casino also performed well and the firm reported 33% of all revenue was coming through the mobile channels with an even higher proportion believed to be coming through mobile in the UK.