William Hill Opens Sports Betting Book in Sweden

• William Hill successfully launches sports betting platform in Sweden
• The re-branded Redbet cost WH $294.3 million
• WH brings a variety of games, including Monopoly Live, Vegas Speed Roulette, and others

William Hill is the latest gambling & sports betting operator to make a bold entry into the newly-regulated Swedish market. The Kambi-powered platform is already accessible to Swedish bettors.

WilliamHill.se Opens to Swedish Players

Long in the making, William Hill is officially a sports betting operator in Sweden. The company took some time to finalize the acquisition of local assets and re-brand them, but five months after the legalization of the industry, the UK sports book has made it.

William Hill struck a deal with MRG Group, the owner of Evoke Gaming which in turn owned Redbet. The deal cost William Hill $294.3 million. WH International MG Patrick Jonker spoke to Affiliate Insider, noting on the importance of the deal and the opportunities that it created for the company:

This is an important milestone in William Hill’s International journey. Through fantastic teamwork between our teams in Malta, UK and Sweden we have released William Hill’s first new locally licensed offering since 2011.

The deal will also see a number of games introduced to the Swedish market, including Monopoly Live and Vegas Speed Roulette. All products will be accessible through the now Sweden-facing domain, WilliamHill.se.

Mr. Jonker commented that it was William Hill’s privilege to offer a state-of-the-art products both in terms of sports betting and live gaming to Swedish customers. WH is entering a highly-regulated market where even the best operators are at risk of breaking the tight regulations.

Regulations Are Tight in Sweden

Svenska Spel, the country’s de facto natural sports book & gaming company, was attacked by one of the watchdogs, Branschföreningen för onlinespel (BOS). Svenska Spel is accused of violating advertisement rules.

At the turn of 2019, casino and gambling ads continued to dominate Swedish Internet and TV programs, with LeoVegas and other brands barraging users with their campaigns at every commercial break.

As other companies face trouble in Sweden, William Hill will have to focus on uholding the recommended advertisemen practices recommended by the nation’s regulator, the Spelinspektionen.