Swedish Launch Signals Next Stage of William Hill Expansion Project

William Hill is staying active following recent changes to fixed odds betting terminals (FOBTs) by going live in Sweden.

Just six weeks after new laws reduced FOBT stakes to £2 per round, William Hill is expanding its digital network.

William Hill Sweden

William Hill has launched a new site in Sweden as part of its international expansion project. (Image: Washington Examiner/iStock)

As noted by CEO Philip Bowcock in 2018, moving into new online markets will play a crucial role in the company’s ongoing success. Although William Hill isn’t removing itself from the UK’s high streets, it is exploring new opportunities.

Offline to Online Movements

In tandem with 900 planned betting shop closures, the operator completed the acquisition of the MRG Group in February.

Buoyed by this, it’s launched two platforms in Sweden. An active market since the online gaming boom, the Scandinavian country will now play host to WilliamHill.se.

The May 7 launch was made possible by William Hill’s ownership of Redbet.se. Part of the MRG Group alongside Mr Green, Redbet was active licence-holder in Sweden.

Using this, William Hill has satisfied the Swedish Gambling Authority its capable of hosting additional gaming platforms.

William Hill International’s managing director Patrick Jonker called the move an “important milestone” for the company.

Between this and a tie-up with US casino brand Golden Entertainment, the British brand is making a name for itself on an international scale.

William Hill Making Positive Moves

As well as expanding its digital footprint, Will Hill is bidding to raise standards across the gaming sector. According to figures released by GambleAware, the UK’s top operators donated £3.3 million between 2018 and 2019.

Topping the list of donors was GVC Holdings with £1.46 million in charitable donations. Coming a close second was William Hill with a £1 million offering.

Although anti-gambling advocates say more needs to be done, the latest figures are encouraging. For William Hill, the seven-figure donation is part of a wider social responsibility drive.

Across the Atlantic, it donated £38,000 to the Council on Compulsive Gambling of New Jersey (CCGNJ). Helping it win favour in the emerging US sports betting market, the cash also funded a video to raise awareness of problem gambling.

The betting and gaming industry is in a state of flux at the moment. Changes in the live sector have forced operators to innovate.

In some instances, that’s led to cuts and job losses. However, on the other side of the coin, it’s opened up opportunities in other areas.

For William Hill, that means exploring new territories, including the ever-popular Swedish market.

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