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 888
Holdings PLC is corporate parent of Pacific Poker, 888.com and Casino on Net. Since floating in October 2005, the company's
market cap rose to about $1.4 billion. It's now less than half that. 888's original claim to fame was for Casino on Net,
the largest online casino and before the online poker explosion easily the most identifiable online gambling brand. Since
1996, over thirteen million people have played blackjack, roulette, craps, slots, video poker, baccarat, keno or other
casino games at Casino on Net.
Approximately 40% of the company's income comes from poker, with the remainder coming from casino games.
(888 has no sports betting arm.)
888's entry into the online poker market was less than auspicious. Their software was as clunky and resource
intensive as any online. Still, they stuck with it and with improvements, scorched-earth online marketing and
of course significant cross marketing to Casino-on-Net players, they have become one of the top poker rooms.
This has occurred despite more than a little brand schizophrenia. Pacific Poker is their poker room.
Casino-on-Net is their casino. And 888.com is... well, it's both. A lot of branding effort has been
dispersed instead of concentrated. Still, 888 remains a solid, reliable operator. They also have a well
diversified player base. Prior to the passage of the
Safe Port Act, and 888's
subsequent closing of USA accounts, only about 55% of their players coming from the United States.
Listed on the London Stock Exchange, 888 Holdings is a member of the FTSE 250, one of the 250 largest
companies on the Exchange. After tax profits for 2005 were $63 million, a 64% increase over 2004. Like
Party Gaming, the company is headquartered in Gibraltar, where it is subject to a generous 1% gaming tax.
eGaming Review Magazine named 888.com the 2005 Best Casino Operator and Operator of the Year for its "unparalleled reach
and marketing effort in the casino sphere", its global player base, and full control of all aspects of its operation.
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