Bethard relaunches Fastbet as part of B2B growth plans

Bethard is to relaunch its B2C brand Fastbet as a 'pay n play' brand as part of efforts to expand its B2B division.

The company, and its B2B subsidiary Together Gaming, will use Fastbet to showcase its capabilities to potential clients as it seeks new deals in Europe and North America.

Fastbet will now employ Trustly's Pay N Play technology, which removes traditional registration requirements allowing customers to gamble without going through a registration process to set up an account.

Bethard CEO Erik Skarp said the company is eager to embrace new trends and technologies as it seeks to establish Together Gaming as a major supplier.

“We can see that there is a strong development towards faster and easier gaming products” Skarp said. “Fastbet is our test case to ensure that we offer our increasing B2B customers the latest in gaming trends.”

Bethard has around a dozen B2B partners through its Maltese licence, including Betive, LetsBet and SverigeCasino.

Fastbet customers in Sweden were told the site was closing in late September, and that they would be migrated to Bethard. Fastbet offers sports betting, casino and live casino games.

Bethard, which recently extended its long-term platform deal with SBTech and employs Swedish football legend Zlatan Ibrahimovic as a brand ambassador, has licences in the UK, Malta and Denmark and has applications pending in its home country Sweden as well as Germany and Ireland.

In August, Bethard told iGamingBusiness.com that it is in talks with an unnamed US entity that could lead to Together Gaming securing a foothold in the market.

“We are currently in discussions with an American player for a potential partnership for the US market where we would provide our platform and expand our B2B business, which today is operated under Together Gaming,” Skarp said at the time.