Svenska Spel, the Swedish state owned gaming company, have just deployed BetRadar's live odds service in their betting offers. BetRadar's live odds service is a completely automatic and integrated in-running trading service which offers a wide variety of sports to bet live on as well as markets.
BetRadar's live betting service covers 15 different sports which hosts more than 12,000 matches and events on a monthly basis. This will come in handy for Svenska Spel, who with their more than 6,500 betting outlets in Sweden is trying to compete with the online market.
Svenska Spel has been searching for a new live odds partner back in March 2013 and received lots of applications from both large and small companies. They chose to go with BetRadar, explaining that it was a natural selection due to their experience, as both the Finnish and Norwegian state lottery services use BetRadar and so does another 33 countries around the world.
“Svenska Spel has offered live betting since 2005 and to this date has done so solely by using internal resources. The market demand has stretched Svenska Spel’s resources to the limit and we are now at a situation where Svenska Spel needs to extend the offer without increasing the use of internal resources." Lennart Nilsson, Product Manager Live Betting at Svenska Spel said and added.
"In order to do so, we decided to co-operate with Sportradar who best met our tender qualification requirements. 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”
Managing Director of Sales in SportRadar, Erik Lorenz are happy to have a new partnership with Svenska Spel and said “We are very pleased to welcome Svenska Spel as a new partner of Betradar’s Live Odds Service. 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.”