William Hill to launch Sweden site on Kambi platform
Operator to rebrand Mr Green’s Redbet site to speed up market entry
William Hill is set to launch a Sweden-facing site “imminently” by rebranding Mr Green’s Redbet.se brand to William Hill.se.
The underlying sportsbook technology for the site will continue to be provided by Kambi, with Hills saying the decision was made to expedite entry into the Swedish market.
According to a statement from Kambi: “Work is well underway to align the Kambi sportsbook with William Hill’s product requirements with an initial product launch expected to take place imminently.”
William Hill CEO Philip Bowcock said in March that Hills had struggled to launch on 1 January when the Swedish regulated market launched due to the “demands of the UK and the complexity of the UK tech stack”.
The Swedish launch was one of the initial priorities for new Mr Green Malta CEO Patrick Jonker, following the re-organisation of the business to focus on a multi-brand strategy.
“In markets where we overlap, we are choosing to maintain the better site,” Bowcock said in March.