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Bookmakers
888 Sport is a venture between gaming giant 888, best known for the 888.com casino and Blue Square.
This venture is mutually beneficial to the two companies involved. It enables 888 Holdings to add sportsbook to other offerings such as casino, poker, bingo and backgammon in order to have a more complete package. It also makes sense that a company such as 888 who have invested tens of millions in sports sponsorship to use their brand in such a manner. 888 Sport offers pretty much the same betting opportunities as Blue Square.
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