Stockholm-listed provider of gambling solutions Kambi Group today announced that it would power William Hill’s entry into the newly regulated Swedish market. The British bookmaker will operate in Sweden through a license obtained by its subsidiary MRG (Mr Green & Co).

In a short announcement from earlier today, Kambi said that William Hill has selected its sportsbook platform to “expedite its planned entry” into the Swedish digital gambling space.

The British gambling giant first announced its plans to expand into the recently re-organized Swedish market in March. It has become known that William Hill will rebrand Mr Green’s Redbet.se sports betting website as WilliamHill.se.

Mr Green acquired Redbet and its parent company Evoke Gaming in a €7 million deal in late 2017. William Hill announced the acquisition of MRG and its subsidiaries this past fall. The British company paid £241.8 million for the Malta-headquartered online gambling group in a bid to “create a strongly positioned combined business with an expanded pan-European footprint.”

William Hill moving to purchase Mr Green came as part of its strategy to reduce its dependence on its domestic market. Competition has exploded in recent years in the UK. In addition, the government and local regulators have been rolling out new and tougher rules that have prompted closures of gambling operations, consolidation, and rethinking of business strategies.

William Hill’s revisited growth strategy involves geographical expansion across regulated markets and increased focus on its digital operations.

Launch of Swedish Operations Imminent

In its short statement from earlier today, Kambi said that it will provide William Hill with its sportsbook platform to assist the operator’s expansion into Sweden. As mentioned above, William Hill’s entry into the Swedish market will involve the rebrand of Redbet.se as WilliamHill.se.

Kambi said that “work is well underway” to align its sports betting product with William Hill’s requirements. The initial product launch is slated “to take place imminently,” Kambi added.

The sportsbook provider has been supplying its betting solutions to Mr Green since 2016. Last summer, MRG extended its partnership with Kambi and the latter became the lead sportsbook platform provider for Redbet.

Kambi unveiled another strategic partner earlier this month. The company announced that it has been picked as the preferred platform supplier for the revival of the mybet sports betting brand in Germany. Mybet was shut down last summer after its parent company opened insolvency proceedings.

The gambling operation was purchased by Rhinoceros Operations late last year and the online gambling group announced early in 2019 plans to relaunch mybet in its domestic market.