Exclusive: ComeOn Group bolsters Swedish sportsbook with WSF Odds integration

ComeOn Group has ramped up its sports betting aspirations by partnering with football odds provider WSF Odds, EGR can exclusively reveal.

The partnership will see ComeOn Group deploy player and team prop markets across its sportsbook offering, powered by WSF odds.

Initially launching in Sweden, ComeOn Group’s brands will be able to deliver local and international football markets to customers via the deal.

The privately owned operator said the deal formed part of the foundations for “setting itself apart from competition”.

Once the initial Swedish roll out has been completed, ComeOn Group will then aim to set WSF Odds-powered markets live in its other Nordic regions.

The operator has previously spoken of its desire to derive a greater share of group revenue from sports betting operations.

To that end, last October, the group opened a new sportsbook tech hub in the Austrian city of Graz.

Italy-based WSF Odds has previously partnered with Betclic and Lottomatica in a series of markets.

Juergen Reutter, ComeOn Group CEO, said: “Partnering with WSF allows us to offer an exclusive betting experience to our audiences.

“This is another data integration to our in-house sportsbook platform powering our innovative sports betting offering.

“We are on track with our strategy to double our sportsbook business in the next three years and partnerships like WSF are a key part to achieving our goals.”

Sam Hill, WFS Odds sales director, added: “We are very proud of this partnership with ComeOn, a market leader in the Nordics.

“Our strategy has always been to enter every geographical market with a very limited number of clients, always choosing the market leader and/or the most innovative bookmaker.”

Last month, ComeOn Group pushed its marketing campaign fronted by American actor Jeremy Piven into Denmark following a successful launch in Sweden.