Denmark's former gambling monopoly operator Danske Spil has launched Youbet, a new gaming brand powered by sports betting solutions provider SBTech.
The Youbet site has been designed to target new sports betting demographics, offering thousands of proprietary bet types and features such as Action Betting, Add2Bet and Pulse.
It also offers more than 1,000 casino titles and live dealer games via SBTech's casino hub.
Danske Spil will use SBTech's Chameleon360 iGaming platform, which provides the operator with player management services, analytics solutions, as well as anti-money laundering and responsible gambling controls, regulatory reporting services and a streamlined payments system.
Danske Spil chief executive Niels Erik Folmann said that while the operator has succeeded in maintaining its market share since Denmark introduced iGaming regulations in 2012, the Youbet launch will serve as a key driver of future growth.
"We are now taking the next step towards faster growth by adding a new brand to our portfolio, targeting players who demand a deep sports and casino offering," Folmann explained.
"SBTech showed a profound understanding of our needs during the RFP process. The sports-book and casino platform looks good, as does the roadmap for new features, meeting our need for a partner that will drive the success of our new brand through cooperation and co-creation."
SBTech chief executive Richard Carter added: "I look forward to working closely with Danske Spil and to building the success of this exciting new brand.
"This partnership is another major milestone for SBTech as it establishes itself as the leading provider of fully managed platform solutions and services to state lotteries and major operators in regulated markets worldwide."