FIRST.bet’s sportsbook technology is now available to Swedish operators, marking the beginning of a new phase in the company’s European expansion.
FIRST.bet, a sportsbook technology provider, has entered Sweden as the first market in the next phase of its European growth. Its model allows operators to retain their own brands and frontends while FIRST.bet’s technology engine runs behind the scenes.
Sweden is one of Europe’s most established regulated betting markets, with football and ice hockey among the main sports attracting betting activity. Competitions range from the Allsvenskan and the Premier League to the Swedish Hockey League (SHL) and the National Hockey League (NHL).
Under this model, operators retain control of their frontend code, design, and user experience, while FIRST.bet manages pricing, trading, risk management, bet acceptance, and settlement.
The solution is powered by SportOS, FIRST.bet’s frontend-less sportsbook operating system, which allows operators to develop and manage their own user-facing product while relying on the company’s underlying technology.
The model gives operators the flexibility to customize their sportsbook’s appearance and navigation. They can also update pages, introduce new designs, or redesign the bet slip independently, without waiting for a technology supplier’s development roadmap.
Tom Light, Founder and CEO of FIRST.bet, said Sweden was the right starting point for this phase of the company’s expansion because of the demands of its regulated market.
“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,” he said.
Light added that leading operators want ownership of their product and frontend without having to build an entire trading operation in-house.
“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,” he concluded.
