Key Moments:
- FIRST – Best in Sports has obtained a B2B gaming license from the Swedish Gambling Authority.
- Sweden is recognized for a highly regulated €2.5 billion gaming market with more than 85% of betting through licensed operators.
- FIRST’s sportsbook introduces localized features, such as native Swedish interfaces and real-time regional data feeds.
Market Entry into Sweden
FIRST – Best in Sports has been granted a B2B gaming license by the Swedish Gambling Authority, marking its formal entry into the Swedish market. Sweden, valued at more than €2.5 billion in annual gaming spend, is notable for high player participation among licensed operators and established digital infrastructure. This environment provides a strategic opportunity for FIRST to introduce its sports betting proposition to a highly regulated audience.
Commitment to Regulatory Standards
Securing the Swedish B2B certification is the result of a coordinated effort by FIRST’s legal and compliance teams to ensure its technology fully aligns with the technical, security, and responsible gaming standards mandated by Swedish regulations. For FIRST, this milestone serves as evidence of both operational capability and readiness to meet stringent industry requirements.
Tailored Sportsbook Offering
The FIRST sportsbook platform is engineered to suit the preferences of Swedish bettors, incorporating a native language interface, region-specific odds models, and live Nordic data feeds spanning Allsvenskan, SHL, and local esports events. This combination aims to provide users both familiarity and innovation in their sports betting experience.
Operator-Centric Solutions
For operators, FIRST delivers a scalable B2B platform designed to support personalization and sustainable player value. The system positions itself as a comprehensive solution for partners seeking growth in the Swedish digital sports betting landscape.
| Aspect | FIRST’s Offering |
|---|---|
| License Status | Granted by Swedish Gambling Authority |
| Market Value | Over €2.5 billion annually |
| Localization | Swedish interface, regional odds, Nordic data |
| Coverage | Allsvenskan, SHL, regional esports |
- Author
Daniel Williams
