888 confirms closure of ‘Lucky Ace’ brand

888 claims further success in second half trading updateOnline gaming firm 888 has announced that it is to close its ‘Lucky Ace’ internet poker room by the end of the month.

Launched eight years ago, the brand has mainly been used to target the German market and experienced mixed success.

However, in a move that 888 said will enable it to focus growth and corporate resources on its in-house 888Poker brand, the Lucky Ace service will cease operation by December 28.

Lucky Ace players, media partners and affiliates have been contacted over the closure, with the brand’s existing player base to be migrated to 888Poker.

The move comes after 888 earlier this month revealed that it had continued to deliver a “very encouraging performance” during the second half of 2015, with the company operating in line with expectations.

source : www.igamingbusiness.com

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