William Hill to Enter Sweden with Kambi’s Support

William Hill, the bookmaker based in London, is going enter the Swedish gambling market with Kambi-powered sportsbook and Redbet.se site.

Kambi Group announced that it would power William Hill’s entry into the newly regulated Swedish market. The British bookmaker will operate in Sweden through a license obtained by its subsidiary MRG (Mr Green & Co).

William Hill first announced its plans to expand into the recently re-organised Swedish market in March. It has become known that William Hill will rebrand Mr Green’s Redbet.se sports betting website as WilliamHill.se.

Kambi said that it will provide William Hill with its sportsbook platform to assist the operator’s expansion into Sweden. As mentioned above, William Hill’s entry into the Swedish market will involve the rebrand of Redbet.se as WilliamHill.se.