SmartBets goes live in Sweden

Customisable odds comparison website SmartBets has expanded its services into the Swedish market.

The launch will establish SmartBets as the first customisable odds platform in the Nordic country.

SmartBets is now available in English, Danish, Italian, German and Swedish languages.

Thomas Høgenhaven, chief strategy officer for Better Collective, the producer of SmartBets, said: “We’re excited to expand the SmartBets brand even further, especially in the Scandinavian market, which is why launching in Sweden was seen as a logical step.”

Meanwhile, SmartBets has enhanced its offering in the UK by adding horse racing to its services.

Horse racing will be integrated into the Smartfeed on the UK SmartBets platform, with customers now able to bet directly through SmartBets instead of switching between bookmaker sites to back their horses.

Høgenhaven added: “The UK has always been one of our focus markets, so following football with horse racing was a natural move.

“SmartBets will continue to add new sports to the platform as it develops, as well making them available in all our language markets.”