888 Sport has completed the roll out of its new sports betting platform for UK customers.
The switch to the Spectate-powered sportsbook was announced last October and promised a big upgrade on the customer betting experience.
EGR said this week the switch away from the previous was now complete after a month-long transition.
888 announced the move last year, indicating it was determined to become known as a top-tier sports betting operator, in the same league as industry giants like Bet365.
Spectate emerged from the original BetBright team, and included a “recommendation” engine – a first at the time, leading to an EGR Marketing Innovation in Sports Betting Award in 2018. A year later, it was bought out by 888 Holdings.
888 Sport first tested the Spectate platform in Sweden and was sufficiently encouraged by the results to press ahead with the UK switch.
888 CEO Itai Pazner said: “There’s a lot of AI and personalisation, and it’s going to be a very fast and responsive product. We know how fast you are and how responsive your site is extremely critical for sports bettors.
“We’ve made a huge effort to make it load as fast as possible, making it slick and intuitive and obviously have all the regular features that UK sports bettors are used to.”
The news comes soon after the launch off the new 888 Poker app, showing there is no let up in industry investment.