Speculation was rife following the lucrative acquisition of evoke by Bally’s last week, with many pondering which markets and assets will be their focus as the dust settles on the deal.
Bally’s Intralot Chief Executive Officer Robeson Reeves made it clear that diversification was high on the agenda as he suggested evoke will look to expand across African markets under its 888AFRICA ventures.
evoke had last week agreed to a £243m takeover deal from Bally’s Intralot in a move that meant more for their core foreign markets but Reeves’ words insinuate Africa could be high on their agenda yet, following the latest wave of operator focus on the continent.
Speaking to SBCNews, Reeves said their presence in Africa will not dwindle, but the target is rather to solidify in viable markets.
Reeves said: “evoke are still present in Africa… they reduced the number of territories that they play in. We want to have diversified income, right? So we will definitely be looking at which markets we should be spending our money in, which markets we should be growing in.”
“Don’t treat it as entrenching. I’m definitely looking at this as giving us a pathway for further expansion. That’s that’s the big power, to be honest. The 888 platform … it’s actually very good at being in many places and our intention is to have diversified.”
“I view this as a diversification versus a concentration.”
Currently, evoke operates primarily under its 888AFRICA holdings in only half a dozen markets in Africa with Mozambique, Kenya and Tanzania the core markets alongside the trio of Zambia, Malawi and Angola.
Yet Co-Founder and CEO Christopher Coyne less than a year ago, predicted an unprecedented market penetration into Africa by gambling operators, a pattern that is fast taking shape today.
BC.Game continued its dynamic foray into Africa by landing two licences to operate in Kenya last year. And there have been similar strategies already recorded in 2026, with Kaizen-owned sports betting and casino brand, Betano, making further expansion into the continent by launching in Ghana in February.
Cameroon also welcomed Betsson Africa in April via a well-orchestrated partnership with platform provider EveryMatrix as the band of foreign contingent continues to deploy.
Coyne believed that Africa, a continent of over a billion people, would sooner become a hotbed for iGaming business, particularly with a lot of jurisdictions continuing to fine-tune regulatory frameworks aimed at limiting complexities for foreign operators.
While Reeves might not have expressly made mention of evoke’s next move for Africa, his words imply African gambling enthusiasts should expect more. Coyne previously noted plans are in motion for further expansionary addition, with Nigeria and Egypt touted as next 888AFRICA destinations.
“South Africa is probably the biggest market on the continent in terms of revenue and revenue potential. Behind them is Nigeria, a huge opportunity, a massive population, lots of competition, established retail now online market as well”, Coyne pointed out.
“If you fast forward five years, the next market I predict could become a giant on the African landscape is Egypt. I think Egypt could move to more regulation, or proper regulation in the near future and when it does, it has got huge revenue potential.”
“With regulations comes opportunities. There is a gray market and a black market in Africa but more and more countries are offering licensed regimes, taxable regimes and it’s a good thing for iGaming in Africa as more professional operators are moving in.”
With Coyne having long mapped out the blueprint for 888AFRICA’s amplification across Africa, Reeves recent comments go further to stoke the group’s ambition, and may soon lead to their plausible moves on the continent.
888Africa’s presence on the continent is currently strong and prevalent in markets that are both turbulent and stable when it comes to the regulatory framework. Tapping into a surging Tanzanian market, whilst also navigating the headwinds of tax shifts in Kenya.
Yet some gaps are clear that could see the gambling giant significantly grow its footprint in Africa. Nigeria is in the midst of taxation challenges, but as a market it is one that presents a clear chance for expansion for a major player.
The obvious opportunity is in South Africa, given the size of the market, there will be caution in entering the South African market, given the surge of the black market in the country.
But, it is undeniable that as Bally’s analyses its prospects on the back of the deal with evoke, Africa and tapping into 888 brand recognition presents an incredibly clear opportunity to grow their profitable assets.
