Partnership Deal Between Caesars and 888 Holdings Extended To 2026

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04/17/2021
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Caesars Interactive Entertainment (CIE), the parent company of the World Series of Poker (WSOP) recently made a press release on the confirmation of its software partnership deal with 888 Holdings, a top software provider. The company will remain as WSOP.com’s software provider until 2026.

News of the extension first broke in January, however, the exact details as to the duration and scope of the deal were not revealed. At the time, 888 Holdings only announced that its partnership with the gambling company had been renewed. More details on the partnership were made clear on March 29 when 888 made a presentation of its full-year results for 2020.

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According to the extended deal, 888 will remain the software provider for WSOP.com in both New Jersey and Nevada till 2026. The same goes for every other state where WSOP.com would expand. This is likely going to be a bigger deal than previous years as the WSOP is looking to expand its service to Pennsylvania and Michigan, two new gaming markets that already show great promise.

That’s not the only good news 888 has shared since last year. Back in June 2020, the software provider had announced that its B2B partnership with the Delaware Lottery had been extended for two more years.

These two partnership extensions are a welcome development to not only its 888’s revenue but also its US operations. The company powers the only interstate shared liquidity poker in the US. It also looks to expand its services in the future considering that more states would be joining the multi-state poker agreement thanks to the recent developments in the Wire Act case.

888 and Caesars first signed the partnership deal in 2013, when WSOP.com made its entry into the US market. The partnership at the time extended beyond online poker. 888 was also the official title sponsor of the WSOP live festival, a position it has served in for the last six years.

As online gaming and sports betting markets continue to grow in the US, operators are looking to expand their services and claim a market share before the space becomes overcrowded.

WSOP is poised to expand its services into the newly-regulated markets of Michigan and Pennsylvania.

It has already laid down the groundwork for a PA entry though things are also looking positive in the Michigan market. It will operate in PA through Caesars’ existing partnership deal with Harrah’s Casino.

The company already owns and operates an online casino in the PA through the deal, however, that won’t quell the huge expenses it would take to establish WSOP in the state. Bringing the WSOP brand to the state would require $2.5 million in annual fees. This isn’t the only reason for the delayed launch of WSOP in PA as the ongoing Wire Act battle is also another problem.

To gain entry into the Michigan market, Caesars will also have to partner with an existing casino in the state as required by the state regulator. This is the first and crucial step to offering online poker in the market. PokerStars already holds all the market shares in PA as the only online operator in the state at the moment. It once held the same position in Michigan until the entrance of BetMGM. Both the MI and PA online poker markets already show strong potential which makes it a nice start for any online poker operator.

It’s highly possible that Caesars would be putting all efforts into making its entrance into both states and building a solid customer base before both markets become too competitive.

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