Odds comparison site SmartBets went live in Sweden.
The expansion of SmartBets’ services will establish the company as the first customisable odds website in the Nordic country.
The platform is available in several languages, including English, Danish, Italian, German and Swedish.
Thomas Høgenhaven, chief strategy officer for Better Collective, the producer of SmartBets, said:
Meanwhile, the company has expanded its offering in the UK market by adding horse racing to its services.
The new offering will be integrated into the Smarfeed on the UK SmartBets website, with users now able to bet directly through SmartBets instead of switching between bookmakers to back their horses.