888 Begins New UK Marketing Strategy with Spike TV

888 Holdings will feature its brands during prime viewing hours on Spike, a new TV channel that recently launched in the UK.

Poker, casino and sports brands of 888 will be placed on Spike TV from 9:00 p.m. until midnight following the signing of a sponsorship agreement. The deal is the first of its kind for 888 since revealing that a new approach to marketing in the UK would be forthcoming.

“888 is delighted to launch a multi-brand sponsorship agreement with Spike for their exciting UK launch,” said 888 senior VP Itai Pazner. “The Spike channel and brand has been highly successful in the US and their target audience is the perfect fit.”

Spike's UK launch allows the channel to be seen on Freeview, Freesat and Sky TV. Popular shows such as "The Walking Dead" and "Breaking Bad" are on the schedule.

Forty-four percent of 888's revenue is derived from the UK, which makes up the bulk of its market. Marketing expenditures for the gaming company decreased to $134 million in 2014, down from $140 million the year before, eGaming Review reported.

Talks began two months ago with William Hill regarding a possible takeover of 888, but an agreement on the value of price per share could not be reached.