From 1 January, private companies awarded licenses were allowed to operate in Sweden’s re-regulated market.

Both brands now provide dedicated websites under the .se extension, an Android mobile app is available, and an iOS version is expected in the next few days.

Content from GVC’s flagship European sports betting brand will be utilised by Bwin.se, with Swedish customers also gaining access to the company’s casino offer, and PartyPoker.se providing a localised adaption of its premier poker brand.

Shay Segev, GVC’s Chief Operating Officer, said: “We are delighted to get the year off to a positive start with the launch of bwin.se and partypoker.se. We are confident that Swedish customers will enjoy what we believe is the best and most comprehensive online gaming experience in the market.

“Launching two new labels in such a short space of time after receiving our licence, demonstrates the flexibility of our unique proprietary technology platform.”

Rebranding for the new market, Sweden’s regulator changed its name from Lotteriinspektionen to Spelinspektionen.