Betsson Group acquires Sporting Solutions to bolster B2C and B2B aims
Swedish firm acquires sports betting supplier from FDJ in an undisclosed deal as French giant disposes of Sporting Group assets acquired five years ago
Betsson Group had acquired Sporting Solutions from French operator La Française des Jeux (FDJ) in an undisclosed deal which will boost the multi-brand operator’s B2C and B2B offerings.
Under the terms of the transaction, Betsson will acquire Sporting Solutions trading, pricing and sports betting risk management services from FDJ.
The Stockholm-listed firm said it would integrate Sporting Solutions into its existing business operations with plans to invest into the newly acquired asset.
Betsson added that the acquisition is “expected to enhance revenue streams and create valuable business prospects” while also providing “greater flexibility in odds modelling and scalability”.
“This strategic acquisition will further solidify Betsson’s position as a leader in the global sports betting industry,” the firm added.
Betsson’s Q2 report, released last month, showed B2B revenue of €70.6m, up from €65m in Q2 2023.
The operator deploys its KickerTech technology as a B2B offering, as well as using the Betsafe brand in the US to showcase its capabilities.
Sporting Solutions was founded in 2007 and runs offices in the UK, Canada and South Africa.
Betsson has tapped Sporting Solutions tech to power its sports betting operations, with the pair having worked together for more than 10 years.
Betsson said the integration of Sporting Solutions’ pricing feeds had been a “key component in Betsson’s sportsbook offering for both pre-match and live betting”.
Sporting Solutions is headed up by CEO Andy Wright and this year has penned supply deals with Sky Bet, Metric Gaming and NE Group.
The group also counts evoke brands 888sport and William Hill, Entain’s Ladbrokes, Coral and bwin, as well as Betfred as partners.
The company has held a gambling software licence from the Gambling Commission since 2018.
FDJ bought Sporting Solutions parent company Sporting Group in June 2019 from Swedish businessman Magnus Hedman.
However, FDJ put Sporting Solutions up for sale earlier this year, employing the services of M&A specialists Oakvale Partners to find a buyer.
FDJ, which is set to acquire Kindred Group in a £2.1bn deal later this year, sold leading sports spread betting brand Sporting Index to its main rival, Spreadex, last November.
Spreadex’s acquisition of Sporting Index is currently subject to an investigation by the Competition and Markets Authority in the UK over fears the deal creates a monopoly in the sports spread betting market.
On the Sporting Solutions acquisition, Jesper Svensson, Betsson Group CEO, said: “We are excited to welcome the Sporting Solutions team to Betsson Group.
“This acquisition is a strategic fit, providing us with quality technology that is already integrated into our sportsbook product.
“It also complements our sportsbook B2B strategy, strengthening the flexibility and scalability of Betsson’s sportsbook offering – both key factors in the success of our B2B strategy.”