888 Holdings is trying to buy Bwin.Party

888 Holdings is negotiating to buy Bwin.Party Digital Entertainment. What makes Bwin.Party valuable for other online gambling companies is it's sports betting business. The company is one of the biggest after the Bet364 giant that is currently leading the market.

It was formed in 2011 when it was merged with PartyGaming's online casino and poker, that was the most valuable online company in the world until it decided to exit the U.S. Market in 2006.

There is no deal yet, and 888 Holdings may not buy Bwin, but they have reached the most serious stage in the negotiations by signing a deal with Bwin last year and entering the play.

Buying Bwin would be the best way to become a big online sports betting company for any business, that wants to enter that market segment. That's why, Amaya, Playtech and 888 have shown their interest in Bwin.

There are reports, that Amaya is bidding with GVC by creating a vehicle that will be controlled by GVC and would hold the bulk of Brin.Party's assets. GVC focuses on gray markets and has recently bought Sportingbet together with William Hill. William hill took the Australian and Spanish online gambling markets and GVC took the unregulated markets.