Online betting and gaming firm 888 has launched its sportsbook, SI Sportsbook, in the state of Colorado in partnership with Sports Illustrated.
SI Sportsbook combines 888’s proprietary and scalable technology with Sports Illustrated’s brand to create a unique value proposition for sports fans, purposely built for the US market.
Yaniv Sherman, SVP and Head of US at 888, commented: “We are proud to launch the SI Sportsbook in Colorado. 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.
“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.
“We look forward to introducing SI Sportsbook to sports fans across Colorado and are excited to continue its roll-out into new states in the coming months.”
SI Sportsbook offers an ‘enhanced in-play betting market’ and is powered by official data from the NFL, National Basketball Association, Major League Baseball, National Hockey League, NASCAR, and the English Premier League.
The sportsbook also features a multi-sport Pickem game, betting widgets, betting education tools, and intelligent hyperlinking.
The SI Sportsbook was developed after 888 agreed to a deal with Authentic Brands Group (ABG), the owner of the Sports Illustrated brand, earlier this year in June.
Following its launch in Colorado, 888 is working on launching the SI Sportsbook in several other states.