William Hill goes live in Sweden

William Hill has launched its licenced betting and gaming site for the Swedish market at www.WilliamHill.se. The announcement follows the acquisition of MRG Group, which includes the Mr Green and Redbet brands, earlier this year.

The acquisition of the high growth online gaming company significantly increased William Hill’s international digital revenues and provided an experienced team in entering new markets. On completing the acquisition William Hill signalled its intention to launch a licensed Swedish site at WilliamHill.se and has been able to complete this swiftly by utilising the existing Redbet.se site.  

The new site is fully localized for the Swedish market with a sportsbook offering innovative functionality including “Bet Builder” and localised odds on Swedish sports including trotting, Swedish football and ice hockey as well as bandy, floorball and winter sports. The site also offers a vast portfolio including slots & table games from industry leading suppliers. Players can also choose from live casino tables only available to William Hill players, including the exclusive Vegas Speed Roulette and network heavyweights such as Monopoly Live and Lightning Roulette.

Patrick Jonker, MD William Hill International commented; 

"This is an important milestone in William Hill’s International journey. Through fantastic teamwork between our teams in Malta, UK and Sweden we have released William Hill’s first new locally licensed offering since 2011. We are proud to offer our players a fantastic player experience with one of the strongest and most diverse Casino and Live Casino products in the market. Following this initial launch, we look forward to continue improving the product through additional features and functionalities over the coming months."

About William Hill

William Hill PLC is one of the world’s leading betting and gaming companies, employing over 16,000 people. Its origins are in the UK where it was founded in 1934, and where it is listed on the London Stock Exchange. The majority of its $2.1 billion annual revenues are still derived from the UK, where it has a national presence of licensed betting offices and one of the leading online betting and gaming services. In 2012, it established William Hill US with a focus on retail and mobile operations in Nevada, which is now the largest sports betting business in the USA. William Hill US (www.williamhill.us) currently operates 114 race and sports books in Nevada and the state's leading mobile sports betting app. William Hill is operating in New Jersey at Monmouth Park Racetrack, Ocean Resort Casino, Tropicana Atlantic City, and online with the William Hill New Jersey sports betting app.  It is also a licensed sports betting provider in numerous casinos in Mississippi, West Virginia, Pennsylvania, and Rhode Island and serves as the exclusive risk manager for the sports lottery in Delaware.  William Hill also has licensed operations in The Bahamas, Italy, Spain and Sweden.  Following the acquisition of MRG Group in March 2019 its international operations are now based in Malta with its Gibraltar hub continuing to focus on the UK market. 


William Hill PLC, Press team

Tel +44 (0)20 8918 3732

Email pressteam@williamhill.co.uk

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07 May 2019

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