The Curacao-based online betting operator joins the operator association via its PinBet Sverige subsidiary, who also holds a Swedish gambling license.

Pinnacle returned to the regulated Swedish market in June, reopening its sports betting website in the country after a two-year hiatus from Sweden. It was awarded a licence by the Swedish Gambling Authority (SGA) in December last year.

BOS secretary general Gustaf Hoffstedt, said: “Its parental company Pinnacle is one of the world’s most well-known online gambling operators, and we are sure they will bring much insight to our association.

“Together with PinBet and all our other members we continue our efforts for a safe and reliable Swedish gambling market.”

Pinnacle CEO Paris Smith, added: “Our focus on the Swedish market extends far beyond another market for us to operate in, it’s also another opportunity for us to lend our expertise to a country that is making important shifts in regulation.”

BOS has been very vocal in recent times on the Swedish market. In June, Hoffstedt told Gambling Insider the new temporary measures introduced in Sweden in response to the coronavirus pandemic, including weekly deposit limits, will have the opposite effect on channelisation rates.