On May 30, 2008, Betsson will open the doors of its first betting shop in Sweden, marking a challenge to the Swedish gaming monopoly.
The aim of Betsson’s new endeavour is to build closer relations with its players and offer more gaming opportunities and greater freedom of choice.
"In Betsson’s shop players will have the opportunity to bet on sports games and live games, get tips from experts, see live matches on TV and socialise with other sports enthusiasts in a relaxing environment," the Malta-registered company said.
In recent years, legal developments within the European Union have moved quickly and Betsson’s understanding is that the legal situation in Sweden is more open than many believe.
"EU laws provide support for this endeavour," commented CEO Pontus Lindwall. "There is no longer any reason for us to wait for a political process that is hardly moving forward.
"We want to drive development of the gaming market for the benefit of players. I am confident that the monopoly’s retail outlets will experience some tough competition going forward."
Betsson’s new betting shop is located at Götgatan 37 in Stockholm.
