One of the largest gambling companies in the UK – William Hill – has launched its licensed gambling website aimed at the Swedish market and users. The announcement has been made after the completion of the acquisition of MRG Group which was carried out this year and which ended up with the addition of the Mr Green and Redbet brands to William Hill’s portfolio.
The acquisition of MRG Group that took place earlier in 2019 and added another high-growth gaming company and its offerings to the British gambling operator’s services, is expected to help the operator boost its international digital revenues. For some time now, the company has been one of the British gambling operators that have been seeking to bolster their global presence by entering new markets around the world as part of their attempt to compensate for losses generated on their domestic markets.
At the time when the MRG Group acquisition was finalised, William Hill officials revealed their intention to roll out a licensed Swedish website aimed especially on local players. This became reality by utilising the already existing website of the Redbet brand.
The new website, released by the British gambling company at www.William Hill.se, is fully localized for the local gambling market. It offers a sportsbook service, as well as a special functionality including “Bet Builder” and localised odds on Swedish sports, including ice hockey, football, trotting, floorball, bandy and winter sports. Of course, a vast portfolio of standard casino table games and slots will also be available for players, who would be able to choose from a variety of live casino tables.
New Swedish Website Comes as Part of William Hill’s Expansion Worldwide
As previously reported by Casino Guardian, William Hill was one of the British gambling operators that were hit by the stricter rules imposed on the local gambling sector.
For some time now, anti-gambling campaigners have been calling the competent authorities to make sure they address the issues related to problem gambling, responsible gambling and gambling-related harm in order to make sure that the sector is fair and transparent to players. As explained by Patrick Jonker, MD William Hill International, the released of the new William Hill website in Sweden came as an important milestone in the company’s presence worldwide.
The new Swedish website of the company has been the first locally licensed offering of the William Hill brand since 2011. As mentioned above, it has released the new website as part of its efforts to consolidate its presence worldwide to compensate for its falling gambling revenue in the UK gambling sector. For months now, William Hill has been focused overseas, with the US being one of the main regions of interest for the company that is seeking to take advantage of the newly-opened sports betting market there.
- Author
Olivia Cole
