FIRST.bet takes its sportsbook engine to Sweden

The FIRST.bet sportsbook engine is now available to Swedish operators, as the company expands across Europe.

Key takeaways

• Operators keep ownership of their brand, frontend code, design and user flow.
• FIRST.bet runs pricing, trading and risk, including bet acceptance and settlement, the approach behind its frontend-less sportsbook operating system, SportOS.
• Operators can change a page, launch a new design or rework the bet slip without waiting for a supplier’s roadmap.

Press release.- FIRST.bet has made Sweden the first market in the next phase of its European growth. Operators there can keep their own brand and frontend, with the FIRST.bet engine running behind it.

Sweden is one of Europe’s most established regulated betting markets. Football and ice hockey carry Swedish betting, from Allsvenskan to the Premier League and from the SHL to the NHL.

Under the FIRST.bet model, the operator owns its frontend code, design and user flow, while FIRST.bet runs pricing, trading and risk, including bet acceptance and settlement. This is the approach behind SportOS, the frontend-less sportsbook operating system from FIRST.bet.

For the operator, that means full control over how its sportsbook looks and how players use it. It can change a page, launch a new design or rework the bet slip on its own, quickly and easily, without waiting in line for a supplier’s roadmap.

Tom Light, Founder and CEO, FIRST.bet, said: “Sweden is the right place to start this phase because it is a hard market to impress. Every operator there works under the same strict rules, and a bonus is only allowed the first time a player plays, so the product is what sets them apart. The strongest operators want to own their product and their frontend. You do not build a whole gym just to work out. Operators should not have to build their own trading operation just to own their sportsbook. They own what the player sees, and we run the engine behind it.”