Stockholm-listed sports betting platform supplier Kambi Group Plc issued a short corporate statement on Monday, 29th April 2019, wherein it confirmed that it will be providing a sportsbook vertical for William Hill’s Swedish market operations.
The bookmaker is licensed in Sweden via Evoke Gaming, after having acquired the assets of European online gaming group MRP Group (Mr. Green) for an amount of €270 million in a deal that was completed in January of this year.
Kambi has disclosed that William Hill will be rebranding ‘Redbet’ – a sportsbook property of MRG subsidiary Evoke Gaming, which is due to become WillimHill.se.
According to Kambi’s corporate update, work is well underway to align the Kambi Sportsbook with William Hill’s product requirements and that an initial product launch is expected to take place imminently.
Software supplier Kambi has been powering MRG’S Mr. Green sports betting provision since 2016.
MRG announced in July of last year that it would extend its partnership with Kambi, who would become the lead sportsbook platform supplier for RedBet.
Although not yet confirmed by William Hill, it is believed that the UK legacy betting group will commit to launching a Swedish brand profile.
William Hill is restructuring its framework to focus on international growth this year and has announced that its enhanced digital strategy will be overseen by a new Malta-based ‘integration team’ that will be led by new International MD Patrick Jonker and that the division will be overseen by Ulrik Bengtsson as the Group Chief Digital Officer.