In a short announcement, 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.
Source: GMB / Casino News Daily
