After announcing they would cease taking online bets from U.S. players, 888 Holdings has revealed they are making strategic plans to possibly tap into the fantasy sports industry and other tolerable gaming activities, which recent U.S. legislation specifically exempts from being deemed illegal internet betting activities. Online fantasy sports leagues already comprise a multi-billion dollar industry, which 888's Chief Operating Officer, Gigi Levy, says may very well become the company's next avenue for providing legal entertainment to U.S. citizens.

Speaking with a reporter from the UK's "This is Money", Levy shed some light on how 888 Holding views their place in not just the online casino and poker industry, but in the entire internet community. With a shortage of U.S. players (who generate most of 888's business), Levi said the company would be set back to the performance levels it attained in 2004. Although this is a setback, Levy points to the 42% yearly growth rates of non-U.S. markets that 888 has been focusing their attention on for the past two years.

Some gaming analysts are questioning the bright outlook of 888, and wondering if the company is actually suffering more than they are willing to share. Some players will remember earlier this year when 888 quit honoring affiliate contracts brought over from site acquisitions, and managed to brush that one under the carpet. If 888 is indeed trying to buy time for themselves and keep their investors from worrying, they are doing a great job. Levy was quoted by "This is Money" as saying, "...the last three days were surprisingly some of the best ever".

Levy did concede that 888 Holdings is at a critical junction. As such, it was a good time to analyze the company's operations strategy, which Levy says is that of an online entertainment company. Using that as a basis for doing their business, fantasy sports betting becomes a prime candidate for 888 Holding's target U.S. audience. There was no mention of possibly entering horserace betting or lotteries, although at this point anything is a possibility.