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What have been the highlights of 2007 for the company and why?
888.com is one of the world’s most popular online gaming entertainment companies and in 1997, celebrated its 10th anniversary by virtue of its strong brand, scale and member trust. Growth of the 888.com brand has been driven by cutting-edge marketing through offline sponsorships, poker events, online collaborations and promotions of its flagship products. 888.com remains a traditional casino and poker site whose product offering has significantly expanded during 2007 to include:
- Backgammon
- Blackjack in Poker
- Video Slots/Video Poker and Roulette
- Bingo
- Mobile & TV—multi-platform access to 888.com’s products
- Additional video and audio entertainment personalised to customers
- Community tools/social networks
888.com has been constantly working to enhance its offering over the last 12 months and now boasts an ‘all games in one client’ offering after having launched a unique single software client including all games—a first for the industry. We’ve also recently announced our first acquisition by acquiring the bingo business and assets from Globalcom Limited. 888.com knows bingo is a fast-growing segment of the online gaming, and it is certain this will assist in delivering quick growth.
Following significant technological investment, 888.com has embarked into new ventures, partnering with key brands to deliver specific propositions to target segments. Its first partnership being an innovative cooperation with Rileys, the UK’s leading chain of snooker and pool clubs and uses its online poker capabilities to power rileyspoker.com. The poker site is promoted in their clubs to their 525,000 customers and via external marketing.
888.com has also seen the launch of mobile, in-flight and in-hotel casino. Customers want to access their favourite games, not only from their computer but from mobile phones and televisions.
What has been the biggest win of the year by a punter on your site?
There are lots of big wins but the most recent win at the end of 2007 – not our biggest ever payout – was on the slots which paid out nearly a jackpot of $410,300. The largest ever payout was to an American member in 2006 who won $1.3m on the Millionaire Genie Slot whilst the largest payout in the UK was to a member in Middlesbrough of over $500,000.
What sets your casino apart from other online casinos?
888.com likes to stand out from the crowd. We are one of only a few online casino operators that develop its software in-house which allows us to be more responsive to our member requirements as well as makes sure that all of our games are innovative and 100-percent secure. This unique approach allows us flexibility with different market requirements and allows us to be responsive to current market trends.
Offline marketing activity is also key and sits side by side the online business, complimenting 888.com’s position as the leading authority in gaming entertainment. 888.com is the main sponsor of UEFA Cup Champions Sevilla FC in Spain and the title sponsor of the 888.com World Snooker Championship at The Crucible in Sheffield. It also has individual associations with top snooker talents in the world like Ronnie O’Sullivan and World Champion John Higgins.
How has 888 Backgammon in particular developed since its launch in 2007?
Backgammon is a niche game and has proven to be popular at 888.com. However, it is not as popular as other games like casino and poker.
How many staff does the company employ and where?
There is in excess of 800 staff employed all over the world. London to Gibraltar, and Israel to Antigua.
What do you have planned for 2008? What sort of year is it going to be?
2008 will be a busy year. An array of new offline tournaments and new product launches look set to offer our members more than ever before. Key launches include:
- 888ladies.com; the new bingo offering for women.
- World Poker Crown; The biggest online poker tournament ever which has a guaranteed prize pool of $3 million. This is the opening year for the tournament, which begins online and sees the final table in Peralada, Spain.
- The 888 Sportsbook and mobile gaming.
Jon Sumroy, chief marketing officer, 888
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