The Swedish online gambling market is one of the newest regulated markets in the world, with many operators making their way regularly. The latest news that we have from the Swedish market is just about that, as William Hill has launched its brand in the new iGaming market. The UK operator achieved that by rolling out its sportsbook that is powered by Kambi and a range of online casino games under its Swedish (.se) domain.
The UK Gambling operator managed to quickly set foot into the Swedish market by simply rebranding its RedBet website that already had a Swedish domain. William Hill acquired RedBet through a massive deal with the MRG Group, the owner of the parent company of RedBet, Evoke. The deal was worth 294.3 million US dollars.
The International Managing Director of the company, Patrick Jonker, stated that it represents a massive milestone for the company in its international journey. He added that with fantastic teamwork happening between the William Hill teams in the UK, Sweden, and Malta, they had released the first new locally licensed operations since 2011.
William Hill also stated that it leveraged the experience of the MRG team when it comes to entering the new markets. It also utilized the Swedish operation license of Evoke, which it claimed back in December of 2018.
The Sportsbook by Kambi went through a localization process to fit the needs of the market. It features odds on a variety of sports that are popular in Sweden such as ice hockey, football, and trotting. It also includes bets on floorball, winter sports, and bandy. As for the casino venture, it hosts a wide array of casino games including table games, roulette, live casino games, slots, and more.
Jonker added that they are proud that they offer their Swedish players with a strong and unique live casino and online casino products. Jonker also said that following the initial launch the company is looking forward to continuing to improve the product that they offer by adding new functionalities and features, throughout the upcoming months.
In related news, the Swedish gambling regulating body, Spelinspektionen, has issued a few warnings to a few operators. The regulator found that these operators were offering specific wagering options on football event to players who are not old enough to play. The game that is in question took place on the 29th of April, with AIK facing off against IFK Göteborgy in the top tier club competition in Sweden. The Spelinspektionen stated that some betting options for that match were directly related to online players under the age of eighteen. The regulator didn’t release the name of the players or the operators in this case. On the other hand, it added that it would start proper supervision of the operators that are involved. It will make sure that they do not engage in such offenses again.
Bonnie Trelane is a professional author with a background in igaming and modeling. Bonnie plays Blackjack at many of the prominent casinos in the U.S. and has a fondness for Caesars owned casinos.