888’s SI Sportsbook goes live in Colorado

Bettors in Colorado have one more app to choose from following the debut of the SI Sportsbook this week.

World-renowned online casino and sports betting operator 888 has launched its SI-branded sportsbook in the Centennial State ahead of the upcoming football season through a partnership with 67-year-old media brand Sports Illustrated.

According to the operator, the platform will combine 888’s state-of-the-art proprietary technology with the superior Sports Illustrated brand to create a unique, best-in-class sportsbook that is tailored to the needs of US bettors.

“We are proud to launch the SI Sportsbook in Colorado. We strongly believe we have developed a unique and differentiated sports wagering experience that combines the power of our proprietary technology platform with one of the most impactful sports media brands for nearly 70 years,” said 888’s Senior Vice President and Head of US operations, Yaniv Sherman.

“By partnering with sports illustrated, we have created a strong platform that enables us to build our US position through Sports Illustrated’s extensive brand footprint. This provides an opportunity to cost-effectively acquire customers and build a profitable business over time.”

The SI Sportsbook now joins over 20 operators in the competitive Colorado sports betting market, which kicked off in May 2020.

The official launch of the platform comes barely three months after 888 announced a multi-billion agreement with Sports Illustrated’s parent company, Authentic Group Agreement (AGA).

What’s in it for Colorado bettors?

The newly launched SI Sportsbook app has a lot to offer to sports fans and gambling enthusiasts in the vibrant Colorado market.

According to the operator, the betting app will not only offer pre-game odds but also enhanced in-play wagers on football, baseball, ice hockey, basketball, auto racing, and the Premier League. The book’s live betting platform will be powered by official league data from the NFL, NBA, MLB, NHL, NASCAR, and the EPL.

In addition to providing players with a unique in-game wagering experience, the sportsbook will offer several unique features such as betting education tools, betting widgets, intelligent hyperlinking, and multi-sport pick’em challenges.

The platform is compatible with both desktop and mobile, and it is accessible to all residents of the state who are 21 years or older.

SI Sportsbook to expand into more US states

The Colorado launch marks the debut of the SI Sportsbook brand in the regulated US sports betting market.

In an official statement released last week, the company revealed that it was working on extending its footprint into three more states in the coming months as part of its US expansion strategy. The targeted states are Iowa, Indiana, and New Jersey.

888 CEO Itai Pazner views the four states as crucial in the company’s US expansion plan, given that they have an estimated combined worth of approximately $1.8 billion. The operator aims to attain a 5% market share in each of these states.

In addition to the four states, the operator is also working on securing market access agreements and regulatory approval in 11 more jurisdictions by 2024, with plans to launch in three or four markets annually within the next three years.