17-10-2007 888.it will be 888's trojan horse into the upcoming Italian poker market

Chief Executive Gigi Levy told Reuters that 888.it started taking sports bets as it looks to build a sizable customer base ahead of a more significant assault on online poker, with tournaments expected to fall under the new skill games regulations to be introduced before the end of the year.

"It will boost revenues but it will also build customer numbers so we are in a good position next year when skill games we are strong in, like poker, are allowed," said Levy, who also added that the Italian market will be one of the firm's big areas of focus over the next two years.

Gambling industry analysts estimate that 888.it could bring in sports betting revenues for as much as $10 million in 2008.