FTSE250 betting group William Hill Plc has launched its Swedish market licensed online sportsbook property – WilliamHill.se.
William Hill had confirmed in April that it would launch its Swedish sportsbook rebranding Redbet, the former sportsbook asset of MRG subsidiary Evoke Gaming.
In its update, William Hill details that it has completed a major directive of its post €270 million MRG acquisition plan launching WilliamHill.se, which will be operated by its new Malta igaming division.
As previously communicated, WilliamHill.se is powered by the Kambi sports betting platform, which will see the UK legacy bookmaker enter the Swedish market offering ‘Bet Builder functionalities’ and localised odds on Swedish sports including trotting, Swedish football and ice hockey as well as bandy, floorball and winter sports.
Patrick Jonker, MD William Hill International, outlined the importance of the launch as William Hill seeks to establish its brand within the re-regulated and ultra-competitive Swedish marketplace
“This is an important milestone in William Hill’s International journey,” he said. “Through fantastic teamwork between our teams in Malta, UK and Sweden we have released William Hill’s first new locally licensed offering since 2011.
QWe are proud to offer our players a fantastic player experience with one of the strongest and most diverse Casino and Live Casino products in the market. Following this initial launch, we look forward to continue improving the product through additional features and functionalities over the coming months.”