Former Betsson executive Daniel Bradtke has launched, a new sports betting brand aimed at the German market.

The Malta-licensed site has launched on Gaming Innovation Group's iGamingCloud platform under an agreement signed in April 2016.

The company said that it designed the site to offer an intuitive user experience to new bettors looking for easily-understandable betting markets, and that it would remain focused on sports betting and not branch out into poker and casino.

The operator was founded in 2016 by former Betsson country manager for Germany, Austria and Switzerland Daniel Bradtke, and his business partner Gabriel Vollmann, a former Betsson head of marketing. Bradtke serves as's chief executive, while Vollmann serves as chief operating officer.

"We have created a product that is tailored to the needs of German sports fans," Bradtke said. "One that is local, visually simple, modern and intuitive."

"In doing so, we meet all the qualitative standards that knowledgeable and reliable sports betting providers in Germany are required to meet," he explained. "No matter where and when - with our customers can bank on an enjoyable experience."

The operator is a member of the German Association for Telecommunications and Media (DVTM) and German Sports Betting Association (DSWV), ensuring compliance with with all consumer and youth protection standards set by the DVTM, as well as its data protection regulations.