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Stockholm-listed sports betting platform supplier Kambi Group Plc has agreed a deal to supply its sportsbook platform to William Hill in the regulated Swedish market.
William Hill is licensed in Sweden via Evoke Gaming, having taken charge of the business through its acquisition of MRG Group for €270 million in a deal which was completed in January 2019.
Kambi disclosed that as part of the operator’s efforts to establish its own brand in the country, William Hill will rebrand Redbet.se website, which is set to become WilliamHill.se.
“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,” specifies Kambi’s corporate update.
William Hill has recently underlined expansion in new markets as a key directive, moving the bookmaker away from its dependence on the saturated UK gambling marketplace.
