William Hill goes Sweden

The surge of sportsbook and casino operators entering the Swedish market continues. It's William Hill's turn this time to make its entry into the highly promising and recently re-regulated region, operating there under its .se domain. The site will be hosting a sportsbook powered by Kambi together with a casino section with great variety in both slots and other games.  William Hill's operations in Sweden were fast-forwarded due to the SEK2.82 billion acquisition and re-branding of Redbet.se's site.

Patrick Jonker, William Hill's International Managing Director recognized this step as an important one for the company's strategy and goals in 2019. The new endeavour required effective collaboration between different teams in Malta, the UK and Sweden to launch the best possible product for the Swedish market. Operating under Evoke Gaming's (Redbet parent company) license and thanks to the experience of MRG group's (owner of Evoke) in new market infiltration they are already live for Swedish players.

William Hill's Swedish sportsbook is a fully localized product that offers great odds on sports that are popular among players in the region like winter sports, bandy, ice hockey and trotting. The casino section is a real competitive one as well, with both slots, table games and a great live casino section full of quality games like Vegas Speed Roulette and Lightning Roulette. Patrick Jonker regards William Hill's Swedish casino product highly competitive and will keep adding more and more features customized to the preferences of the Swedish fanbase.

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Established in 1934, William Hill is one of the true betting pioneers. The football, horse, and greyhound zones are packed, with hundreds of betting options and races available every day. There are so many website languages, and customer support is accessible 24/7. It keeps adding betting features, like Bet Builder and Request a Bet, and you can win up to £2,000,000 in football's top leagues. If you asked me 7 years ago, I would have told you that William Hill is the thε world’s best sportsbook. However, today is a different story. Even though the winning limits are incredibly high, you will see your account restricted very fast if you are a successful bettor. Besides, the overall payout is below par, even for football betting. Finally, if you are not looking to bet on horse racing, you will not be dazzled by what is available. Overall, William Hill offers a solid product for UK sports, but I would like to see the sportsbook improve the international offering as well.