888 Holdings is applying for online gambling licenses in Pennsylvania despite its high-tax, high-fee status with a European-style strategy of seeking to cross-sell players from sports betting to casino games or poker, an executive has said.
888 will have a single wallet, or transaction point, that will allow gamblers to seamlessly play slots or roulette during an NFL half-time, or between innings of baseball games they are betting on, said Yaniv Sherman, a senior vice president in charge of U.S. operations.
“It sounds simple but it has a lot of analytic horsepower behind it,” he said. “We’ve seen the impact in Spain, first poker then slots and sports. The effect was dramatic, it has pulled all the board upwards.”
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