888 Holdings has announced the launch of SI Sportsbook in Colorado.

SI Sportsbook combines 888’s world-class proprietary and scalable technology with Sports Illustrated’s iconic brand to create a unique value proposition for sports fans. It has been purpose-built for the US market and has launched ahead of the National Football League (NFL) season. Offering an enhanced in-play betting market, SI Sportsbook is powered by official data from the most popular sporting leagues and tournaments, including NFL, National Basketball Association, Major League Baseball, National Hockey League, NASCAR, and the English Premier League.

With more than 30 million monthly unique users, Sports Illustrated will engage readers and fans by seamlessly incorporating betting information and insights from SI Sportsbook across its content, media, and gaming. 888 will provide unique and differentiated tools including a multi-sport Pickem game, betting widgets, betting education tools, and intelligent hyperlinking to create a dynamic sports betting experience for customers. Following the launch in Colorado, 888 is currently working to launch the SI Sportsbook in several other states.

Yaniv Sherman, Senior Vice President and Head of US for 888 Holdings, said: “We are proud to launch the SI Sportsbook in Colorado. We strongly believe we have developed a unique and differentiated sports wagering experience that combines the power of our proprietary technology platform with one of the most impactful sports media brands for nearly 70 years.

“By partnering with Sports Illustrated, we have created a strong platform that enables us to build our US position through Sports Illustrated’s extensive brand footprint. This provides an opportunity to cost-effectively acquire customers and build a profitable business over time.

“We look forward to introducing SI Sportsbook to sports fans across Colorado and are excited to continue its roll-out into new states in the coming months.”