Swedish gaming monopoly operator Svenska Spel has gone live with a fully automated in-play trading solution through its partnership with sports data supplier Betradar.

Betradar was selected as Svenska Spel’s live odds partner following a public tender that was launched in March 2013, with the supplier announced as the winning bidder in May of the same year.

The Live Odds Service offers odds on 15 different sports, and 12,000 matches each month. Through Betradar’s partnership with the International Tennis Federation, it is projected to be able to offer trading data on 50,000 tennis matches per year.

Svenska Spel live betting product manager Lennart Nilsson said that the company had been offering in-play betting since 2005, using internal resources. However, he said, market demand had stretched the company’s resources to the limit, prompting the operator to seek out external partners.

“In order to do so, we decided to co-operate with Sportradar who best met our tender qualification requirements,” Nilsson explained. “Moreover, Sportradar with its brand Betradar is a company we have co-operated with since 2004 in other areas of our daily business and who have been a reliable partner for many years.”

Sportradar’s managing director of sales Erik Lorenz said he was very pleased to see Svenska Spel take deliver of the Betradar solution.

“We are convinced that together we can shape future developments and play an active part in the creation of an even more exciting live betting offering for the Swedish market,” Lorenz added.

Svenska Spel becomes the latest Scandinavian state lottery to sign up for Betradar’s Live Odds Service after Finland’s Veikkaus and Norway’s Norsk Tipping. The supplier works with more than 35 state lotteries worldwide.


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