888 Holdings said it launched the first 888sport brand in New Jersey, which paved the way for expansion in additional US states.

The FTSE 250-listed online gaming company said it partnered with sportsbook provider Kambi, which will offer 888 customers a diverse selection sports markets to bet on across desktop, mobile and tablet devices.

888 said the launch complements the 888casino and 888poker brands already established in New Jersey, as clients can now enjoy a poker experience, a portfolio of casino games and a range of sports betting markets from a single login and bankroll.

In recent months the company said it added 200 new games to its New Jersey casino offering including the introduction of a significant new portfolio of Live Dealer casino games.

In addition, its poker network includes New Jersey from April, thereby enabling poker players across the three regulated US states of Nevada, Delaware and New Jersey to compete with one another.

“The launch of 888sport.com in New Jersey is a major milestone for the company in our ongoing expansion across the regulated US online gaming market,” said Chief Executive Itai Frieberger.

“We now have our sport, casino and poker products all operational in the US and are continually developing our proposition, brands and technology to ensure that the group remains exceptionally well positioned to capture the potentially significant future growth opportunities as new regulation allows,” added Frieberger.