As part of the deal, BetBright’s Dublin office will be integrated into the 888 Group.

With this acquisition, 888 continues its strategy of purchasing scalable sportsbook technology.

Itai Pazner, 888 CEO, said: "We believe it is the right time to take ownership of our full sports betting proposition. We are confident this acquisition will increase the group’s long-term prospects and differentiation in the growing global sports betting market.

"The BetBright sportsbook has been developed by a fantastic team and is a high-quality and scalable platform. Our new colleagues joining from BetBright will significantly strengthen 888’s sports betting expertise and industry know-how; we are delighted to welcome them into the group."

The deal follows 888’s strengthening of its bingo arm with the purchase of Jet’s digital bingo brands.

The operator paid £18m for the Mandalay portfolio, which includes Costa Bingo, City Bingo and Sing Bingo, and will now function on a B2C basis.

Pazner spoke at length with Gambling Insider about 888’s strategy following his appointment to succeed Itai Frieberger, hinting at the possibility of taking greater ownership of its platforms.