Swedish operator Betsson has confirmed that its Betsafe online gaming brand has become the first company to launch a gambling app for Apple TV in Sweden.

The Betsafe Live Roulette app was launched yesterday (May 19th), with Swedish players able to log in and play directly from their Apple TV.

Betsson said that the initiative was in line with its subsidiaries’ strategy to be “at the forefront in providing the industry’s best customer experience.”

Betsson CEO Ulrik Bengtsson believes that Betsson Malta is breaking new ground and “setting the standard for the entire gaming industry”.

“Sweden is the first but Betsafe will soon introduce this in other countries,” said Bengtsson.

Jesper Svensson, chief commercial officer for Betsson Malta, added: “We always look for new opportunities to develop the customer experience which makes it natural that we meet our customers on their terms and where they are.

“The fact that we have the first gambling app on the Apple TV platform reflects our ambition in enhancing the customer experience.

Shares in Betsson AB (Co. Data) (STO:BETS-B) were trading up 1.09 per cent at SEK111.1 per share in Stockholm earlier Friday.