Stockholm-listed operator Betsson has launched an upgraded mobile sportsbook for three of its leading brands.

The new mobile sportsbooks for Betsson, Betsafe and Nordicbet include a significantly improved user interface, and have been built using the company’s proprietary front-end technology framework OBG.

This follows upgrades to the sportsbook in the past year that included a wider and deeper offering in more sports, more live events and more live streaming. 

Betsson said that the new sportsbook has been well received by customers during the soft launch, resulting in longer session durations, lower bounce rates, and an increase in return visitation.

"This is a major improvement of the mobile sportsbook,” said Betsson president and CEO Ulrik Bengtsson. “The timing of the launch is good as the English Premier League starts this weekend and the customers have already shown that they like the upgrade.

“We expect to see full effect of the new mobile sportsbook in the fourth quarter.”

Shares in Betsson AB (Co. Data) (STO:BETS-B) were trading up 0.31 per cent at SEK79.85 per share in Stockholm early Tuesday.