Svenska Spel Engages Kambi Group for Sportsbook Platform

In a notable development in the igaming industry, Svenska Spel Sport & Casino, a prominent operator in the Swedish regulated market, has entered into a long-term agreement with Kambi Group plc. This strategic partnership aims to leverage Kambi’s recognized sportsbook product to bolster the online and retail sportsbook offerings of Svenska Spel Sport & Casino.

Following a rigorous competitive tender process, Kambi was selected for its comprehensive sportsbook product and a demonstrable commitment to maintaining high compliance levels. The selection was also influenced by the provider’s robust track record in offering an extensive suite of operator empowerment tools, including price differentiation capabilities, which stands poised to enable enhanced functionality and user engagement on the Svenska Spel platform. The financial ramifications of this agreement are anticipated to become significantly apparent from H2 2024.

The partnership is articulated through a multi-channel approach, involving Kambi subsidiary Shape Games, which will oversee the front end of Svenska Spel Sport & Casino’s forthcoming sportsbook. This maneuver allows Svenska Spel to exercise discerning control over user experience and facilitates a capacity to differentiate its offerings from competing entities within the igaming market.

Svenska Spel, a state-owned enterprise established in 1997 through a merger between AB Tipstjänst and Svenska Penninglotteriet AB, holds a substantial position within Sweden’s regulated market. The operator boasts a robust online presence, augmented by a network of 5,000 retail outlets, sustaining its status as one of Sweden’s largest operators.

This collaboration between Svenska Spel Sport & Casino and Kambi Group plc underpins a shared vision to elevate igaming experiences for their consumer base. Through the integration of Kambi’s advanced sportsbook platform and innovative empowerment tools, Svenska Spel aims to fortify its position and offerings in a competitive and regulated igaming market, navigating forward with enhanced technological capability and user-focused strategy.

Kristian Nylén, Kambi CEO and Co-Founder, said: “Svenska Spel is widely recognized as one of Sweden’s most prestigious brands and given Kambi’s strong Swedish roots, I am proud that we have been selected as the operator’s long-term sportsbook provider. “As we continue to build commercial momentum and execute our long-term strategy, this partnership is a significant milestone for the business and will enable Kambi to further strengthen its position in one of our core markets.”

Morten Tonnesen, Shape Games Chief Commercial Officer, said: “This is an incredibly exciting new partnership for Shape Games which marks the third former state-owned monopoly we have partnered with. Since day one, we have been dedicated to enhancing the sports betting user experience with our leading front end technology and we are really looking forward to working closely with Svenska Spel to deliver something truly unique for its players.”

Dan Korhonen, Svenska Spel Sport & Casino Head of Product Sportsbetting, said: “It has been an extensive process. We have evaluated a number of different alternatives and we feel we have found the perfect partner in Kambi. This partnership will further strengthen our offering. “We look forward to launching our new Oddset sportsbook next year where focus will be on accommodating our customers on a new level.”

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