FIRST.bet takes its Sportsbook Engine to Sweden
FIRST.bet has entered Sweden as the first market in a new phase of its European expansion, offering operators its sportsbook engine to run behind their own branded frontends.
FIRST.bet, a sportsbook technology supplier, said Sweden is the first market in the next stage of its European growth. Under the model, operators keep ownership of their frontend code, design and user flow, while FIRST.bet runs pricing, trading and risk, including bet acceptance and settlement, through its SportOS operating system.
The company said the approach gives operators control over how their sportsbook looks and how players use it, allowing them to change a page, launch a new design or rework the bet slip without waiting on a supplier's development roadmap.
Founder and CEO Tom Light said Sweden was chosen because its strict rules, including restrictions on bonuses, make the product the main point of differentiation between operators. He said the strongest operators want to own their product and frontend without having to build their own trading operation.
