When we asked 888 head of B2C Itai Pazner how he was marketing 888Sport, he replied simply: “Very aggressively”.

The 888Sport brand was everywhere in 2016. London taxis were emblazoned with the home nations’ colours and 888’s innovative Treble The Odds offer was plastered alongside and on inside screens as Euro 2016 kicked off. The company later launched a new television campaign with its Take ‘Em On ads delivering a quite different message to the in-vogue live-odds ads cluttering our screens.

And its marketing campaign delivered immediate results. With sportsbook revenue climbing 63 per cent in the most recently available financial results, 888Sport has overtaken the company’s bingo product for the first time. And those figures didn’t even include the latter stages of Euro2016.

888Sport has a long way to go to fulfil the opportunity it sees in sport but it’s going about it the right way.

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