The 888 betting brand is returning to the Netherlands after a three year absence, having called it quits in the market following re-regulation in October 2021.
Evoke, owner of the 888 brands, agreed a deal with international gaming operator ComeOn Group, which will manage the 888.nl brand under its local Dutch licence.
The Dutch platform will encompass sports betting, casino games and slots. The re-launch comes just a couple of weeks prior to the publication of evoke’s H1 report, which will put the company’s geographic reach and market mix under the spotlight.
While it is too late to have any bearing on the firm’s Q2 financials, the impact of 888’s return to the Dutch market could be seen in its Q3 earnings, particularly on the online vertical which saw revenue rise 6% in H1 according to an update from evoke earlier this month.
Davide Marchisio, Director of Corporate Development at evoke, said: “888 is an incredibly strong global brand, and partnering with a world-class operator gives us the opportunity to provide the amazing 888 experience to our Dutch fans.
“We are excited about launching 888 to Dutch customers and further expanding into regulated markets with a high-impact, low-capital partnership aligned to evoke’s strategy.
“The partnership highlights ComeOn Group’s commitment to expanding its presence in key regulated markets alongside the recognised and trusted brand 888, while reinforcing 888’s position as a premier gaming brand globally.”
888’s back – but is it the right time?
888’s return to the Netherlands comes four years after the Dutch online gaming market was re-regulated under the KOA Act in October 2021 and three years after the firm opted to pull out from the market in 2022.
The years since the KOA Act have seen the Dutch market grow rapidly, with the number of licensed operators rising from an initial 10 to well over 30. The KSA, the gambling regulator, believes that the market reached maturity in 2023, and estimated gross gaming result (GSR – stakes minus prizes paid out) of €1.47bn in 2024 (2023: €1.39bn).
This rise in revenue has come with concerns, however. Politicians and other public figures have been particularly concerned about the extent of advertising, leading to clampdowns on marketing and a total ban on sports sponsorships coming into effect on 1 July.
At the Gaming in Holland conference last month, the KSA shared that a total ban on gambling is not out of the realms of possibility as the Dutch government prepares a raft of reforms, drafted by Minister for Legal Protection, Teun Struycken.
Although the implementation of these reforms has been shelved due to the Dutch government collapse in early June, it still remains on the cards and some political parties have already included gambling reform in manifestos ahead of the October general election.
Evoke clearly seems to think that the high value of the Dutch market outweighs any potential regulatory and political hurdles, which the industry has shown it can adapt to time and time again.
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