Kambi to power William Hill’s Swedish sportsbook

29 April 2019

Sports betting services provider Kambi Group has agreed a deal to supply its sportsbook platform to William Hill in the regulated Swedish market.

The bookmaker is licensed in Sweden via Evoke Gaming, having taken charge of the business through its acquisition of MRG Group.

Evoke Gaming's Redbet.se site is to be rebranded as WilliamHill.se as part of the operator's efforts to establish its own brand in the country.

Kambi will now align its sportsbook with William Hill’s own offering, with plans to roll out the new-look, Swedish-facing sports betting service imminently.

Evoke Gaming operates as a subsidiary of MRG, for which William Hill tabled an offer of SEK2.82bn (£229.7m/€265.8m/$296.7m) in October last year.

William Hill is yet to complete the deal, but in February increased its stake in MRG to 98.5%, leaving it just short of full ownership. The bookmaker has already secured all necessary regulatory approvals for the full acquisition of the operator.

Image: Max Pixel