888 deal prompts upgrades

Contract with US casino industry giant Harrah's offers the stimulation analysts had been looking for, prompting market rises

Eleanor Whitehead, 11 September, 2009 | 1:24PM
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Online gaming group 888 Holdings topped the FTSE mid-cap leader board this morning after announcing the signing of a long-term contract with Las Vegas-based industry giant Harrah’s; a deal which 888 described as “groundbreaking,” and which analysts indicate is a significant development for entering the US on a business-to-business (B2B) basis.

Shares in 888 had jumped 13% by 1pm, up 11.1p at 96.4, as the FTSE 250 index rose 0.9% or 82.6 points to 9,208.3.

In pre-opening deals, the online gaming group announced that Dragonfish, its independent B2B division, has signed an agreement with Harrah's Interactive Entertainment, a subsidiary of one of the world’s leading hotel casino groups Harrah's Entertainment. 888 will provide ‘total gaming services’ for Harrah's UK launch of its online poker and casino products.

Following 888’s recent release of first half results, which prompted a number of forecast downgrades, KBC Peel Hunt analysts last month indicated the need for a significant B2B deal to stimulate market rises. Today’s deal provided exactly that, offering a catalyst for a re-rating.

KBC Peel Hunt analyst Nick Batram described the agreement as “transformational,” suggesting that it stands as evidence of both 888’s positive B2B strategy and the quality of the group's software. Whilst the deal is unlikely to be financially significant in the short-term, KBC Peel Hunt suggests that its resonance lies in the opening of the US market to 888 – a move that will prove particularly important if online gaming is legalised in the US. Batram today upgraded his recommendation to Buy.

Numis Securities analysts Wyn Ellis and Douglas Jack added that the contract will provide comfort for 888 shareholders who might have had concerns about the company’s failure to reach a settlement with the US Department of Justice. 888’s refusal to aggressively pursue an agreement had previously raised questions about its potential to achieve B2B deals with US companies. Numis suggests that today’s contract will alleviate these concerns, placing 888 in more direct competition with rival group PartyGaming, which has already signed a settlement with the DoJ. Ellis and Jack established a target price of 111p and have upgraded their rating to Buy from Add.

Shore Capital analyst Karl Burns displayed slightly more cautious optimism today. Agreeing that the deal represents an important move for 888 in entering the US on a B2B basis, and that the operation could provide significant competition for PartyGaming, he retained a Hold recommendation.

888’s CEO, Gigi Levy, commented that the deal “demonstrates our ability to provide real value to globally renowned, land-based casinos and their leading brands," adding that, "We have the structure in place to realise our B2B division's full potential over the next 18 months and beyond, and today's announcement of our partnership with an industry giant is further vindication of this strategy."

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Securities Mentioned in Article

Security NamePriceChange (%)Morningstar
Rating
888 Holdings PLC60.25 GBX-1.15

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