888AFRICA acquires BetLion to continue expansion across the continent

888AFRICA, the world-class betting and gaming joint venture part-owned by 888 Holdings plc and which operates the 888bet brand in Africa, is pleased to announce that it has acquired BetLion, a regulated and licensed gaming operator in Kenya and Zambia since 2019, as the venture continues its expansion across Africa. 

The acquisition will bring significant new local talent into 888AFRICA, alongside a highly localised front-end powered by a bespoke product and platform solution that benefits from 4 years of investment and development. With the addition of a licence in the Democratic Republic of Congo (DRC), it is expected that the transaction will help drive further scale in the business, as well as introduce significant numbers of new customers to 888AFRICA. BetLion is headquartered in Nairobi, Kenya providing a second hub to sit alongside 888AFRICA’s existing hub in Dar es Salaam, Tanzania.

BetLion is a leading established gaming operator with a business model tailored to the African market. It is focused on providing high-quality, low data, and customer-first mobile-based and online gaming and sports betting experiences. It currently has over 3 million registered customers who benefit from its bespoke front-end technology, which delivers an innovative and seamless customer experience. It is currently licenced in Kenya, Zambia and the Democratic Republic of the Congo (DRC) among others.

Founded in March 2022, 888AFRICA licences 888 Holdings’ world-class betting and gaming brands with an ambition to expand across Africa’s regulated online markets. Currently live for players in Kenya, Tanzania, Mozambique and Zambia through 888bet, the brand offers a unique betting experience with locally relevant products and features. 

Robert Chirchir MD of BetLion said: “888AFRICA is a business with huge ambitions on the continent. We’re delighted to be getting involved in its exciting growth journey, and supporting its expansion through our market-leading front-end software and platform and established licences across the region. We look forward to working more closely with the team and continuing to delight customers with our joint offer.”

Christopher Coyne, CEO of 888AFRICA, said: “This acquisition is a critical step as we aim to create truly unique betting and gaming experiences to players across Africa. The talent and technology at BetLion is perfectly suited to our growth model and ambitions, and will help to further strengthen our offering as we look to build market-leading positions across Africa. We also look forward to working with our new colleagues and introducing new customers to our local brands.”


Ends -



Hudson Sandler 

+44 (0)20 7796 4133

Alex Brennan / Andy Richards / Charlotte Cobb



About 888AFRICA:

Founded in 2022, 888AFRICA licences the world-class betting and gaming brands of 888 Holdings with an ambitious strategy to expand across Africa’s regulated online betting and gaming markets. 

Its consumer brand, 888bet, is currently available for players in Kenya, Tanzania, Mozambique, and Zambia and offers a unique betting and gaming experience for local players. Operated via a third-party technology platform, 888bet combines 888’s innovative and exciting brand with locally relevant products, features, and content, and is available in Swahili, English and Portuguese. 

The business is led by Christopher Coyne, former CEO of GOAT Interactive and former CMO of The Stars Group, and supported by a team of highly respected industry leaders. This includes Andrew Lee, former MD – Sportsbook of The Stars Group and current Chairman of Voxbet; Alex Rutherford, former Chief Product Officer at Editec Online; Ian Marmion, former Sportsbook Trading Director at The Stars Group; and Helen Scott-Allen, former CFO of Premier Bet. 

888 Holdings has a minority stake in 888AFRICA, with the option to increase this to take control and ultimately own up to 100% of the venture in the future. 

Find out more at: https://www.linkedin.com/company/888africa    


About 888 Holdings Plc:

888 Holdings plc (and together with its subsidiaries, "888" or the "Group") is one of the world’s leading betting and gaming companies. The Group owns and operates internationally renowned brands including William Hill, 888, and Mr Green. In addition, the Group operates the SI Sportsbook and SI Casino brands in the US in partnership with Authentic Brands Group.

Incorporated in Gibraltar, and headquartered and listed in London, the Group operates from offices around the world and employs over 11,000 people globally. 

The Group’s mission is to lead the gambling world in creating the best betting and gaming experiences, bringing unrivalled moments of excitement to people’s day-to-day lives. It achieves this by developing state-of-the-art technology and content-rich products that provide fun, fair, and safe betting and gaming entertainment to customers worldwide. 

Find out more at: http://corporate.888.com/

Back to news


01 Aug 2023

Latest news