William Hill enters into the Swedish market

Set to operate a variety of casino games under the WilliamHill.se domain, William Hill has entered into the Swedish igaming market using a Kambi-powered sportsbook.
The new sportsbook has been tailored to suit the newly regulated market, with the UK-based operator set to offer odds on the most popular sports in Sweden, including: trotting, football and ice hockey, as well as bandy, floor ball and winter sports.
William Hill was able to quickly launch its brand in Sweden by revamping and rebranding its Redbet.se site, which was previously acquired through a SEK2.82bn (£225.5m/€263.1m) takeover for the MRG group.
“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.”
The operator believes it has leveraged the MRG team’s experience in establishing a presence in newly opened markets such as Sweden, as well as drawing upon Evoke’s Swedish operating licence, awarded back in December 2018.
“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.”
In addition to the casino games on offer, William Hill will be offering its broad portfolio of slots and table games, which will also include a selection of exclusive live casino tables, with games including Vegas Speed Roulette, Monopoly Live and Lightning Roulette.