The Swedish online gambling operator Betsson AB revealed that its Betsafe brand will become the first one in the company’s structure to offer horse racing services. The horse racing services will be added to the brand’s sportsbook portfolio, providing its customers with the chance to place their wagers on various horse racing options.
The sportsbook offering of Betsson was bolstered thanks to the acquisition of RaceBets, a niche operator, which Betsson took over in 2016. RaceBets is focused on offering high-quality horse racing product and features a seasoned trading team that specialises in horse betting. The brand was acquired by Betsson in December 2016, providing the Swedish brand with the opportunity to expand its reach to the markets it operates in, and namely, the UK, Ireland, Germany and Malta. The proprietary horse racing product and the experienced trading team that joined Betsson after the takeover was finalised, are to play the main part at present times.
The Chief Executive Officer and President of Betsson AB, Ulrik Bengtsson, commented on the hew betting offering that is to be added to the Betsafe product suite. He said that horse racing undoubtedly played an important part in what is aimed to be a competitive sportsbook offering in case that a company want to stay strong and competitive in a lot of regulated markets, and more specifically in those of UK and Ireland.
Thanks to the acquisition of RaceBets last year, the Swedish online gambling operator is able to offer a product which is fully able to compete with the one provided by some of the largest operators on a blobal scale. Thanks to the takeover deal, over 250,000 various races are available to the operator’s customers on a global scale.
According to Mr. Bengtsson, the sportsbook product release with the Betsafe brand would bolster Betsson’s sports betting offering as a whole. In addition, he explained that the fact that the roll-out is carried out ahead of the officially planned launch date also came as a proof of the integration capabilities of the operator were reliable enough.
As revealed by the company’s boss, the next step for the operator is to release the horse racing on the rest of its brands. What is more, Mr. Bengtsson further explained that a number of other improvements had been made in the company’s sportsbook service, so an overall upgrade of the operator’s mobile sportsbook would be made soon.
Up to date, horse racing is one of the most popular betting sports on the territory of Europe. The market’s current total estimated value amounts to €3.5 billion. Apart from reaching new customers by expanding its current portfolio, Betsson also said that the release of the horse racing product on Betsafe is also related to the company’s engagement with one of the most popular events – the Royal Ascot event, which is held on an annual basis.
- Author
Olivia Cole
