888 Ending US Operations, Selling Assets Off to Hard Rock Digital

Gambling operator 888 Holdings plc is set to sell off its assets in the United States to Hard Rock Digital, a prominent NJ online casino operator. The sale price is undisclosed. 

This came after 888 ended its partnership with Sports Illustrated’s parent company. They announced the split of that sports betting partnership last month. 

The sale is expected to finalize by the end of 2024. Playtech which is a minority owner of Hard Rock Digital, made a bid for 888 in 2023. 

While this is in process, it’s not supposed to impact 888’s online casinos or sportsbooks. The online casino is live in New Jersey, and the sportsbook is available in Colorado, Virginia, and Michigan. 

In a press release, 888 announced that it’d cost about $50.7 million to terminate their contracts with all United States partnerships, contracts, and deals. 

888 Holdings plc will still own the 888 brand and William Hill and Mr. Green. However, there will be a rebrand to “Evoke plc.”

WSOP Not Included in the Deal

It’s important to note that World Series of Poker NJ isn’t included in this deal. 

Right now, Hard Rock Digital operates an online casino and sportsbook in New Jersey under the name Hard Rock Bet, which went live in 2023. 

The Hard Rock Bet brand operates under a license from Hard Rock Hotel & Casino Atlantic City. The Seminole tribe and others jointly own the casino. 

Along with New Jersey, Hard Rock Bet is available in Florida, Ohio, Indiana, Arizona, Tennessee, and Virginia. 

We’ll see how this sale impacts Colorado and Michigan—will Hard Rock add branches there? We'll have to wait and see after the sale is complete.