UK-based William Hill, the world’s largest bookmaker, has expanded into a whole new market, launching two online platforms in Sweden under the name WilliamHill.se.
According to Onlinecasino.co.uk, the expansion comes just six weeks after new laws in the UK reduced the maximum wagers on fixed-odds betting terminals from £100 to £2; the change will cause William Hill to close 900 high-street betting shops, and prompted the company to ask for 50 percent reductions in shop rentals.
Last year, William Hill CEO Philip Bowcock said that moving into new online markets is critical to the company’s ongoing success. Along with the betting shop closures, the operator completed the acquisition of the MRG Group in February. The May 7 launch was made possible by William Hill’s ownership of Redbet.se, part of the MRG Group and an active license-holder in Sweden.
William Hill International Managing Director Patrick Jonker called the move an “important milestone” for the company.
