Players at websites powered by 888.com will have an enhanced games offering following a deal this week signed between 888.com and Ash Gaming.
The Gibraltar-bsed online betting and gambling operator will add Ash Gaming's virtual horse and dog racing and fixed-odds games to its existing “gaming arena” a statement revealed.
The deal is part of 888’s plans to partner with best-of-breed suppliers to target specific audiences through data mining and personalisation of its offers, in this case, providing e-gaming products within a sports environment.
Gabi Campos, senior vice-president, head of offering at 888, said: "Our analysis shows that sports fans that frequent 888's branded websites or those of our strategic partners like to combine their real-world sports gaming experience with a virtual sports gaming extension. The partnership with Ash Gaming provides a solid response to this demand and complements our current extensive gaming offering."
The new games will be integrated into 888's gaming arena and shared wallet, and will be available to customers of 888sport and other 888 brands and to 888's white label partners. The firm said the agreement was another example of its continuing strategy of opening up its platform to easy integration with games from other providers.