FIRST.bet brings its sportsbook Engine to Sweden

FIRST.bet, the Tier-1 sportsbook technology provider, has made Sweden the first market in the next phase of its European growth. Operators there can keep their own brand and frontend, with the FIRST.bet engine running behind it. Sweden is one of Europe’s most established regulated betting markets. Football and ice hockey carry Swedish betting, from Allsvenskan to the Premier League and from the SHL to the NHL. Under the FIRST.bet model, the operator owns its frontend code, design and user flow, while FIRST.bet runs pricing, trading and risk, including bet acceptance and settlement.