M88 was founded in 2007, formed as an online casino and sports book predominantly for clients within Asia. It offers its customers the opportunity to play a variety of different online games whether it is bingo, casino or poker.
Having established itself as an innovative brand within Asia, It has expanded and now offers its customers the chance to bet on sports such as football and horse racing – this can be done via either their website at www.m88.com or through the use of high-speed wireless technology via their mobile It app.
M88 currently employs over 500 people and has an 80% share within Asia, with most of its workforce based in Thailand – this after they recently moved from Singapore where it operated out of Lion City for 11 years before moving due to the government wanting a tighter grip on all online gambling.
It is now looking at expanding its market share outside of Asia with the U.S as one of their prime targets.
They have been in talks with various large sports media companies within America, including Fox Sports and ESPN who they will be partnering up with soon – this was stated during a recent It conference in Macau.
The company has also been heavily investing in the development of their mobile technology – this has allowed them to create a strong portfolio of games across Android, iOS and Windows Phones.
In terms of operations, It themselves do not actually offer any sports betting services, instead they work with a third party service provider known as International Sports Events Management Limited.
This is an online sportsbook that has been in the market for over 13 years and works closely with it to ensure quality control.
M88 also look to offer their customers a safe experience on their site by only partnering up with companies that have been around for some time, this thus ensures them of maximum security from fraudsters. In regards to safety, it mainly focuses on the OCR (On-line Check Recognition) technology which verifies transactions through scanning image data and text information – this process is done within seconds and has greatly reduced fraudulent cases internationally.
Another service offered by It apart from sports betting is online casino games. The company has recently moved into mobile casino games after establishing themselves within the online sports betting industry. They have partnered up with software developers such as Red Tiger Gaming and Playtech, thus providing their customers with a huge selection of different types of casino games to play by either downloading the It app or using it through their mobile browser.
M88 can be made available in Europe through the use of various white label service providers. These third party companies work closely alongside. It is to ensure that they get live feeds from bookmakers who are licensed in Asia, these include; Bet365, SBOBET (Sportsbook only), Bwin (Sportsbook only) and 188Bet (SBOBET+188BET). This ensures customers of high quality live sports betting regardless if they are using the It website or its mobile app.
Recently, M88 has unveiled plans to enter into legal sports betting markets in Europe and the U.S – this is because their operation within Asia requires them to be very flexible due to local gambling laws that change on a regular basis.