FIRST enters Sweden with newly awarded B2B licence
The company said it’s ready to “redefine the Nordic sportsbook experience.”
Press release.- FIRST – Best in Sports has secured its Swedish B2B gaming licence from the Swedish Gambling Authority (Spelinspektionen), marking a new chapter in its European expansion and reinforcing its position as a proven powerhouse in sportsbook technology, the same company recently recognised as Sportsbook Supplier of the Year at SBC Lisbon.
Sweden represents a natural next step for FIRST. Valued at over €2.5bn annually and ranking among Europe’s leaders in per-capita gaming spend, the country combines high regulation with high reward. With more than 85 per cent of betting activity channelled through licensed operators, it stands as one of the world’s most advanced digital markets – a perfect stage for FIRST to do what it does best: redefine how players experience sports betting.
Beyond compliance – a licence built on conviction and capability
The B2B certification reflects coordinated work from FIRST’s legal organisation, ensuring every component of its technology meets the stringent technical, security, and responsible gaming standards of the Swedish framework.
But for FIRST, the licence is not just a regulatory seal; it’s a validation of readiness. The company enters Sweden with absolute conviction, backed by a product already proven to elevate entire markets.
A new standard of comfort and performance
FIRST’s sportsbook is designed to feel instinctively right for the modern bettor – fast, intuitive, and fully localised.
With a native Swedish interface, localised odds models, and real-time Nordic data feeds covering Allsvenskan, SHL and regional eSports, the platform offers a betting experience that feels both familiar and new.
It’s the place where players naturally settle, enjoying a smoother, smarter way to engage with sports.
For operators, it delivers a turnkey solution built for scale, personalisation, and lasting player value – a genuine B2B-for-B2B ecosystem.
Applying the same DNA that reshaped LatAm
After redefining the sportsbook landscape across LatAm, where partners using FIRST’s technology achieved double-digit growth in retention, bet frequency, and engagement, the company now brings the same operational DNA to Sweden.
Its automation speed, coverage depth, and geolocalised intelligence deliver a user journey comparable to an entire market switching to a smarter engine – intuitive, adaptive, and built for the next generation of digital consumers.
Tom Light, founder & CEO of FIRST, said: “The Swedish licence is a natural continuation of the system we’ve built one where legal precision and product innovation move together. Our teams don’t chase approvals; they prepare for them. Each new license reinforces a structure designed for sustainable, global growth. Sweden fits perfectly with that vision: a digital, mature market ready for a smarter and more intuitive sportsbook experience. When technology truly works, markets don’t need convincing; they follow.”
