888 has taken another step closer to the US market after receiving a recommendation for an interactive poker license by the Nevada Gaming Control Board.
888 was unanimously approved for a service provider license while the Las Vegas casino Treasure Island, one of its proposed partner, was recommended for an operator license. Both companies have agreed a partnership which would see 888’s technology powering an 888Poker website launched under Treasure Island’s license. In Nevada, only existing casino licensees can apply to operate an online poker website. According to one source, 888 will also cover the license fees and marketing costs, while paying Treasure Island 5 percent of future online poker revenues. “888’s ambition to position itself as a B2C brand in US, successfully in Nevada, should however void a lot of current discussions with others US land-based casinos who were seeing 888 as a B2B partner, said the source. Either it will become federally licensed or have a license in one state which will allow you to cooperate in others, so 888 is not longer a long-term partner. Their goal is to have an 888.com everywhere in US, and the land-based casino will get a ridiculous percentage of the revenues, building no value for the future”. Before adding: “Knowing that 888 is now going to push their own brand in Nevada, it will probably force Caesars to move faster. 888, which used to be a B2B partner is now becoming the biggest competitor of Caesars and Ultimate Poker”. 888 is likely to reinvest most of its revenues in Nevada in marketing, making the operator more visible than others.
Source: eGRMagazine.com
