The 888bet brand is run throughout Africa by 888Africa, a joint venture owned by 888 Holdings and a different leadership group. In contrast, BetLion is a company that has its primary offices in Kenya and Zambia since 2019. Nairobi, Kenya, is home to BetLion's headquarters, adding to 888Africa's already established center in Tanzania. The business strategy of BetLion is adapted for the African market. It is designed to deliver top-notch and data-efficient mobile gaming and sports betting experiences. Zambia, Kenya, and the Democratic Republic of the Congo presently grant licenses for it.