The gaming behemoth, 888 Holdings, is critically evaluating its American ventures. Amidst intense rivalry and elevated operational expenses, the firm is weighing all possibilities to enhance its bottom line. This encompasses the potential divestiture of some or all of its US-facing enterprises, a complete withdrawal from the market, or the formation of a strategic alliance.
Presently, 888 functions in four states utilizing the William Hill, 888, and Mr Green brands. Nevertheless, the US market has presented difficulties, yielding reduced profit margins in contrast to international benchmarks. Further intensifying the strain, 888 has opted to conclude its collaboration with Authentic Brands Group, relinquishing the sole rights to the Sports Illustrated (SI) trademark for digital wagering and gaming. This premature termination comes at a price, obligating 888 to disburse $25 million upfront and an additional $25 million distributed between 2027 and 2029. Although a costly maneuver, it is projected to yield annual operational cost savings of $600-700 million in 2024 and 2025.
888s chief executive, Per Widerström, has publicly emphasized his commitment to positioning the firm for future triumph. Nevertheless, he recognizes the escalating rivalry within the American market. This factor, combined with the substantial capital infusion required for profitability, poses a hurdle.
The alliance with Authentic Brands Group has undeniably elevated the SI Sportsbook brand’s desirability, evident in consecutive months of unprecedented accomplishment. Despite this achievement, Widerström conceded that attaining the necessary magnitude for lucrative and well-timed returns in the US market appears improbable.
888 is currently conducting a strategic evaluation of its US business-to-consumer activities, with an anticipated update in March. Although this assessment lacks a predetermined schedule or assured result, the organization affirms that its current business-to-business operations in the US will persist unaffected.
This announcement follows a depreciation in 888’s stock value in January 2024, prolonging a descending trajectory from the preceding quarter. Despite these obstacles, 888 maintains its dedication to its expansion strategy and intends to disclose revised financial objectives in March 2024.