Leading online casino Videoslots.com has been given the green light to roll out a new sportsbook in Sweden.
The popular operator has been handed a licence by the Swedish Gambling Authority and is now set for a mid-October launch via its own proprietary platform.
Videoslots has also put in place its own in-house trading team who will unveil a number of gamification features and cross-over style products that will appeal to its well-established casino player base.
The project is being spearheaded by industry veteran Martin Calleja, who believes the timing is right for a new approach that will both excite customers and disrupt the industry.
He added: “We expect sports betting will be close to being back normal next month and, with sports fans not necessarily able to attend matches in person, a fresh new sportsbook will be the next best thing with which to engage their favourite sports.
“Videoslots is now in a place where we can invest, increase our offering and differentiate it, hence the decision to go with our own technology, platform and team rather than a cookie-cutter approach that would blend into the background.
“We are very conscious that we have to take our casino audience with us and then grow it in a socially responsible way by adding sports fans looking for an alternative betting product.
“We’ve always done very well at engaging with our audience and providing a better user experience than is available elsewhere. As a result, we’re very excited about replicating that in the sportsbook arena.”
In addition to its SGA licence, Videoslots Sports holds a Malta Gaming Authority licence and the operator is currently in the process of applying to the equivalent regulators in the United Kingdom and Denmark.