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Sports betting is an incredibly competitive and cluttered marketplace. So, in order to stand out, 888sport had to resonate with something more emotional than just great offers.

Our research uncovered that our audience were craving an opportunity to indulge their suppressed competitive nature. And that we could be that outlet.

So we repositioned sports betting as a sport in itself – moving our audience from being merely spectators who celebrate sports stars, to being players who celebrate beating them.

TAKE ‘EM ON! embraces and enables this healthy love of competition. It invites our audience to get involved in all the action.