However, in April 2007 the companies announced that due to recent changes of Tax laws in the UK and fears of legal actions by the US government, both parties had amicably agreed not to continue discussions. In late 2006 Ladbrokes and 888.com announced merger discussions. Until 2006, 888 Holdings operated Pacific Poker in the US, before online gambling became illegal in that country. Talk of listing began in mid-2005, as other private online gambling companies began to make the move to public ownership, 888 Holdings owned several subsidiaries and brands, which it began to bring under the singular '888.com' brand in early 2006. It was first listed on the London Stock Exchange in 2005. In 2003 its administrative center was moved to Gibraltar. In 2002 Reef Club Casino and Pacific Poker followed. The company's first website, Casino-on-Net was launched at that time, and the administrative centre was established in Antigua.

The business was founded in May 1997 by Israeli entrepreneurs Avi and Aaron Shaked and Shay and Ron Ben-Yitzhak, two sets of brothers, as Virtual Holdings Limited. It is listed on the London Stock Exchange. 888 Holdings PLC, ( LSE: 888) known commonly as 888, is a public company which owns several popular gambling brands and websites, including 888sport, 888casino and 888poker.

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