Kambi to power William Hill’s Swedish makeover

Issuing a short corporate statement this morning, Stockholm-listed sports betting platform supplier Kambi Group Plc has confirmed that it will provide a sportsbook vertical for William Hill’s Swedish market operations.

The FTSE betting group enters the re-regulated Swedish online gambling marketplace having acquired the assets of European online gaming group MRG Group (Mr Green) for €270 million (deal completed January 2019).

In its update, Kambi discloses that William Hill will rebrand ‘Redbet’ – a sportsbook property of MRG subsidiary Evoke Gaming, which is set to become WilliamHill.se.  

“Work is well underway to align the Kambi Sportsbook with William Hill’s product requirements with an initial product launch expected to take place imminently,” details Kambi’s corporate update.

Software supplier Kambi has an existing relationship with MRG, having powered the firm’s Mr Green sports betting provisions since 2016.

In July 2018, MRG announced that it would extend its partnership with Kambi, who would become the lead sportsbook platform supplier for RedBet, a property acquired through MR Green (legacy MRG) €7 million acquisition of Evoke Gaming assets in 2017.

This morning’s announcement, which is yet to be confirmed by William Hill, would see the UK legacy betting group commit to launching a Swedish brand profile.

William Hill governance has underlined expansion in new markets as a key directive, moving the legacy bookmaker away from its dependence on the saturated UK gambling marketplace.

Restructuring its frameworks focusing on international growth in 2019, William Hill announced that its expanded digital strategy would be overseen by a new Malta-based ‘integrated team’ led by new International MD Patrick Jonker, with the division overseen by Ulrik Bengtsson as Group Chief Digital Officer.

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