888poker Sets It Sights On Building Its Own Brand in the U.S Market
888poker will continue to strengthen its own online poker identity in the United States by 2022. The third largest iPoker operator intends to grow its network by launching additional poker brands by next year, while maintaining its partnership with major businesses.
This was recently confirmed by Yaniv Sherman, Senior Vice President and Head of US for 888 Holdings, 888poker’s parent company.
Over the past few years, 888 has been mainly focused on working with its key partners, including Caesars and WSOP.com.
888poker powers the only multi-state network in the US currently comprised of New Jersey, Nevada and Delaware. It has been providing software support for WSOP.com sites for around eight years now.
Both 888poker and WSOP.com operate their own rooms in New Jersey, but in Nevada, WSOP.com is the only online poker site currently operating in the state. In Delaware, online rooms are also supported by the 888poker software.
The existing interstate network is expected to grow soon with WSOP.com’s upcoming launch in both Pennsylvania and Michigan, as this is one of the priorities for 888 at the moment.
The company also announced an extension of its partnership with Caesars and Sherman said they’ll continue to build on that relationship, as they consider Caesars as a market leader and a strategic partner.
Future Plans – Network Renaming, New Skins
While 888poker’s current efforts are aimed towards helping WSOP.com expand across the US, it is also keen on building its own brand in various US markets soon. When asked about their future plans, Sherman said the company will launch additional rooms in new states, which will potentially operate under a unified pool.
Sherman also revealed that the “All-American Poker Network” (AAPN), the traditional name of the online poker network composed of 888, WSOP, and Delaware rooms, has not been used since 2019 when the 888 acquired the remaining shares of the AAPN for $28 million, effectively becoming the sole owner of the network.
From 2022, the AAPN will likely be replaced with the 888poker brand or a US-facing brand, according to Sherman. So from next year, it will no longer be referred to as the “All-American Poker Network”. Sherman said that they’re currently in active discussions with US brand owners in relation to this.
The U.S online poker landscape will be very different in 2022, if 888poker pushes through with its plans. U.S players can expect to see more 888 rooms launching in various states across the country, as the brand aims to establish its own identity in the highly competitive online poker market.