William Hill launches in Swedish market

William Hill has launched its brand in the Swedish igaming market, rolling out a Kambi-powered sportsbook and a range of casino games under the WilliamHill.se domain.

The operator was able to quickly launch in Sweden by rebranding its Redbet.se site, acquired through its SEK2.82bn (£225.5m/€263.1m/$294.3m) deal for MRG Group, owner of Redbet’s parent company Evoke Gaming.

“This is an important milestone in William Hill’s International journey,” William Hill International managing director Patrick Jonker said. “Through fantastic teamwork between our teams in Malta, UK and Sweden we have released William Hill’s first new locally licensed offering since 2011.”

William Hill said it had leveraged the MRG team’s experience in entering new markets for the project, as well as Evoke’s Swedish operating licence, which was awarded in December 2018.

The new, Kambi-powered sportsbook has been localised for the market, and features odds on sports popular in the country such as trotting, football and ice hockey, as well as bandy, floor ball and winter sports.

It also features a broad portfolio of slots and table games, including a selection of exclusive live casino tables, with games including Vegas Speed Roulette, Monopoly Live and Lightning Roulette.

“We are proud to offer our players a fantastic player experience with one of the strongest and most diverse casino and live casino products in the market,” Jonker added. “Following this initial launch, we look forward to continue improving the product through additional features and functionalities over the coming months.”