Sportsbook technology supplier FIRST.bet has made its engine available to operators in Sweden, the first market in the next phase of the company’s European growth plan.
Swedish operators can now retain their own brand and frontend, while the FIRST.bet engine runs in the background.
Sweden is among the most established regulated betting markets in Europe. Football and ice hockey drive betting activity in Sweden. Wagers in these two sports range from domestic competitions such as Allsvenskan and the SHL to leagues abroad such as the Premier League and the NHL.
Operators keep the frontend, FIRST.bet runs the engine
Under the FIRST.bet model, operators own the frontend code, design and user flow of their sportsbooks. FIRST.bet, for its part, handles pricing, trading and risk, which includes bet acceptance and settlement. This approach is the basis for SportOS, the company’s frontend-less sportsbook operating system.
This arrangement gives operators full control over the appearance of their sportsbook and the way players use it. Operators can change a page, introduce a new design, or rework the bet slip on their own with speed and ease, so they do not have to wait for updates on a supplier’s roadmap.
“Sweden is the right place to start this phase because it is a hard market to impress. Every operator there works under the same strict rules, and a bonus is only allowed the first time a player plays, so the product is what sets them apart,” said Tom Light, founder and CEO of FIRST.bet.
“The strongest operators want to own their product and their frontend. You do not build a whole gym just to work out. Operators should not have to build their own trading operation just to own their sportsbook. They own what the player sees, and we run the engine behind it,” Light added.