London-listed operator William Hill has launched its new online betting and gaming site in Sweden, the company’s first new locally licensed offering since 2011.

Following its acquisition of MRG Group, the WilliamHill.se site has gone live after a rebrand of the existing Redbet.se site.

The new site is fully localized for the Swedish market with a Kambi-powered sportsbook offering “Bet Builder” functionality and localised odds on Swedish sports including trotting, Swedish football and ice hockey, as well as bandy, floorball and winter sports.

The site also provides players with a portfolio of slots and table games from leading suppliers, alongside exclusive live casino games such as Vegas Speed Roulette, Monopoly Live, and Lightning Roulette.

“This is an important milestone in William Hill’s International journey,” said William Hill International managing director Patrick Jonker. “Through fantastic teamwork between our teams in Malta, UK and Sweden we have released William Hill’s first new locally licensed offering since 2011.

“We are proud to offer our players a fantastic player experience with one of the strongest and most diverse casino and live casino products in the market. Following this initial launch, we look forward to continue improving the product through additional features and functionalities over the coming months.”

Shares in William Hill plc (LSE:WMH) were trading down 1.49 per cent at 149.10 pence per share in London Wednesday morning.

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