Published
OnlineSports BettingIndustry

William Hill accelerates Sweden plans with Kambi sportsbook

Supplier Kambi will provide its sportsbook services to William Hill in the re-regulated Swedish market.

williamhill 2017

In March, the operator announced plans to enter Sweden but has since decided to accelerate this process.

William Hill will now rebrand its Redbet.se site to WilliamHill.se, with work "well underway" to align the Kambi sportsbook to meet this site's product requirements.

Kambi CEO Kristian Nylén recently told Gambling Insider the Swedish sports betting market is doing "very well" since having been re-regulated on 1 January.

Nylén 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. We expected this would be one of the top four Swedish sports betting brands early on.

"Obviously, that would have had some cannibalisation from existing customers, having other operators in the Swedish market. But, in total, I think the sports betting market is doing very, very well in Sweden. Our figures support that."

Premium+ Connections
Premium

Sport Generate

 
Premium

RISK

 
Premium

Galaxsys

 
Premium

GammaStack

 
Premium

Lynon

 
Premium

Revsharks

 
Premium

Digitain

 
 
Premium

Imagine Live

 
Premium

PIN-UP Partners

 
Premium

1xBet Partners

 
Premium Connections
Consultancy

SCCG Management

Executive Profiles
Zeal Network SE

Stefan Tweraser

VIP Play

Les Ottolenghi

Scientific Games

Keshav Pitani

Social & App

Spribe CEO exclusive: Simplicity is the foundation

Spribe CEO David Natroshvili speaks to Gambling Insider abou...

Redefining iGaming: A history of crash games

Crash games is a growing vertical that has taken gambling by...

A certain something: What makes crash games special?

Crash games. They’re simple, they’re easy to learn and,...

Smarter innovation to shape the future

Spribe CCO Giorgi Tsutskiridze discusses the past, present a...

Facing Facts: The corner of quarterly contemplation

With Q1 reports out across the industry, Gambling Insider co...

Taking Stock: A guide to key stock prices across the industry

Gambling Insider tracks prices from some of the industry’s...

15 years of Gambling Insider: From the Founders

Over the last 15 years, Gambling Insider magazine has interv...

15 years of Gambling Insider: The Awards over time

Global Gaming Awards Event Manager Mariya Savova gives us he...