888poker.com is the second largest online poker network in the world and the second most popular online poker brand as of December 20, 2013. 888poker.com is operated by 888 Holdings plc subsidiary Cassava Enterprises Ltd under the laws of Gibraltar. 888poker was launched in 2002, offering players traditional poker games such as Texas Hold'em, Omaha poker, and Seven-Card stud. Avi Shaked owns roughly 50% of 888 Holdings through family trusts, while Shay and Ron Ben-Yitzhak own 11%, also through a family trust.
The 888poker offering includes poker game variations such as Texas Hold’em, Omaha (High & Low) and 7 Card Stud Poker, along with Sit & Go and Tournament games. Products are available on all major platforms, including PC, Android, and Apple devices. A new version of the mobile app was launched on Aug 21, 2013, providing mobile access to multi table tournaments that were unavailable in previous versions.
Annual financial reports released on December 31, 2012 indicate that 888 Holdings profits and market share have increased dramatically. Overall revenue increased by 26% 331 million USD, compared with a profit of 262 million USD in 2010. The Company’s primary source of revenue continues to be its Business to Consumer division, 284 million USD, up by 28% from 2010.
888 poker includes a team of both top ranking professional poker players and popular celebrities in other industries. 888poker Team Captain and Former Australian international cricket bowler Shane Warne signed his first sponsorship agreement with 888poker in January 2008. UFC Welterweight champion George St. Pierre signed an endorsement deal with 888poker on April 9, 2012. St. Pierre actively participates in poker tournaments, with winnings going to his anti-bullying foundation. Warne was inducted into the International Cricket Council Hall of Fame on July 19, 2013. 888poker has endorsement deals with several professional poker players, including: JC Tran, Jackie Glazier, Sam Holden, Jessica Dawley, Jesse Sylvia, Bruno Kawauti, Nicolau Villa-Lobos, Russell Thomas, Jake Balsiger, Michiel Brummelhuis, Jay Farber and the november nine 2015 Neil Blumenfield, Joe McKeehen, Thomas Cannuli.
On May 14, 2014, 888poker announced the signing of a new endorsement contract with Uruguayan football superstar Luis Suárez to join Team 888poker. Following the footballer's 2014 FIFA World Cup incident in which he allegedly bit an opponent, 888poker announced they will review the relationship with him on grounds of "unsporting behavior", a mere month and a half after signing the player. On June 29, 2014, the contract termination was made final, with 888poker releasing an official announcement admitting the player's World Cup match behavior as the reason for termination: "following his actions during Uruguay’s World Cup match against Italy...888poker has decided to terminate its relationship with Luis Suarez with immediate effect."
On June 2016 888poker announced the signing of a new Team 888poker - Chris Moorman.
Changes to online gaming regulations in 2013 in some states has prompted return by 888 to the U.S. market. At present, 888 has confirmed partnerships with several private gaming entities in Nevada, and New Jersey. Authorities in these states require that online casino providers join an offline partner in order to receive an operating license. On March 21, 2012, The Nevada Gaming Commission granted 888 a license as an Interactive Gaming Service Provider. 888 launched its online activity in Nevada officially on September 15, 2013.
On November 26, 2013, 888 successfully launched its online poker site for online poker players in New Jersey. 888 operates under a permit (permit number NJIGP 13-006 ) issued to its partner Caesars Interactive Entertainment (which is a subsidiary of Caesars Entertainment Corporation) to offer online gaming in New Jersey. Its poker offerings are available only in the state of New Jersey and to players who are at least 21 years old.
On May 2, 2013 888 announced that it has been selected by the Delaware Lottery as its Primary Vendor to operate internet gaming systems and services. 888 has signed a partnership agreement with Scientific Games, the largest technology provider for electronic lottery gaming in the United States as part of its operating license in the State of Delaware. The service is scheduled to become available to Delaware residents before the end of 2013.
Following 888poker’s upgrade of its mobile application in July 2013, 888’s CEO, Brian Mattingly, revealed in an interview in Sep. 2013, that 888poker’s strong sales growth comes from the expanding mobile poker market. Mattingly stated that 17% of 888’s UK wagers in general are placed on mobile devices and hoped that the company’s UK mobile share will double in the next year and a half.
888poker has won several awards over the last several years, including EGR Best Poker Operator of the Year 2011 & 2012, Best Gaming Product 2012 and Socially Responsible Operator of the Year 2010. On November 25, 2013, 888poker was awarded EGR's Best Poker Operator of the year 2013 for the 3rd time in a row.
Offline promotions are an important part of 888poker’s marketing efforts. The Company features numerous offline promotions and events globally, predominantly in Europe and Australia. 888poker’s major offline event circuit, “888pokerSuper Stack” includes stops in Canada, Australia, Spain, UK, Ireland, Estonia and Malta, in 2013. Buy-ins range from £150 to as high as £500. The Super Stack circuit runs throughout the year, commencing at the end of January and concluding in the middle of December in London. 888 has partnered with the World Series of Poker to provide live streaming coverage of offline poker events, including the 2013 WSOPE.
888poker changed its loyalty programme from a traditional rakeback model to a revamped system based on tokens, challenges and level progression in March 2016. The new service, called 888poker Club, features daily free tournaments which offer a chance to win $100,000 a month. Players will also receive scratchcards for every five levels they climb.