Maltese wagering technologies innovator, Kambi Group, has announced the inking of a deal that is to see it provide British bookmaking gaming giant William Hill with an online sportsbetting platform for the Swedish market.

Re-branding exercise:

The Valletta-headquartered innovator used an official Monday press release to reveal that Hill first publicized its intention to launch a Sweden-facing online casino and sportsbook last month. But, it stated that the London-listed iGaming operator has now decided to accelerate this process and will be re-branding its existing Redbet.se domain to WilliamHill.se in order ‘to gain speed to market.’

Read the short statement from Kambi Group…

“Work is well underway to align the Kambi [Group] sportsbook with William Hill’s product requirements with an initial product launch expected to take place imminently.”

Prominent purchase:

The Sweden-licensed domain at Redbet.se is run by the Evoke Gaming Limited subsidiary of online casino operator, Mr Green and Company AB, which is a firm that London-based William Hill paid approximately $302.7 million to acquire in January.

Continued connection:

Kambi detailed that it has powered online sportsbetting operations for Mr Green since 2016 and signed an arrangement in July that saw this relationship extended to encompass the site at Redbet.se.

Optimistic outlook:

Regarding his firm’s prospects in Sweden, Kristian Nylen, Chief Executive Officer for Kambi, reportedly told Gambling Insider that the sportsbetting vertical in Scandinavia’s largest nation has been performing ‘very well.’ He moreover declared that the innovator agreed an alliance with local horseracing operator, AB Trav och Galopp (ATG), in July that he anticipates is to ‘be one of the top-four Swedish sportsbetting brands early on.’

Nylen said…

“It’s a little bit tough for us to have a clear picture of it because we signed a very major customer in ATG. Obviously, that would have had some cannibalization from existing customers, having other operators in the Swedish market. But, in total, I think the sportsbetting market is doing very, very well in Sweden. Our figures support that.”