888 Holdings has launched the 888sport brand in New Jersey. The launch marks the first time that the firm has offered sports betting to customers in the United States and paves the way to offer sporting wagers in additional states as future regulation allows.

888sport has been launched in New Jersey with Kambi, the company’s tier-1 sportsbook provider across global regulated markets and will offer customers a diverse selection sports markets to bet on across desktop, mobile and tablet devices. The launch complements the 888casino and 888poker brands already established in New Jersey with each product leveraging the company’s own back-office systems, CRM and marketing capabilities. In addition, customers in the state will now be able to experience poker alongside a unique portfolio of casino games and a  range of sports betting markets from a single login and bankroll.

In a statement, the firm noted that as the New Jersey online gaming market continues to grow and develop, the launch of 888sport further strengthens its relationship with Caesars Entertainment as it extends the scope of its partnership to now include sports betting. In recent months 888 has added approximately 200 new games to its New Jersey casino offering including, in August, the introduction of a significant new portfolio of Live Dealer casino games.

In addition, in April the company extended its unique inter-state poker network to include New Jersey, thereby enabling poker players across the three regulated US states of Nevada, Delaware and New Jersey to compete with one another. To help spearhead the firm’s continued expansion across the regulated US online gaming market, Yaniv Sherman, 888’s senior vice president, head of commercial development, has relocated to the company’s New Jersey office from September.

CEO Itai Frieberger commented: “The launch of 888sport.com in New Jersey is a major milestone for the company in our ongoing expansion across the regulated US online gaming market and provides 888 with a unique and truly multi-product proposition in what is currently the largest regulated US state. 888 has been committed to developing its position in the US since launching in Nevada, the first regulated US state, nearly six years ago and today we are the only operator with a presence in all three regulated US states. The group remains exceptionally well positioned to capture the potentially significant future growth opportunities as new regulation allows.”