Betsafe live with horse racing for the first time

Betsafe has become the first Betsson Group brand to integrate horse race betting as part of its sportsbook portfolio.

The launch follows Betsson’s acquisition of niche operator RaceBets in 2016 which complemented Betsson’s sportsbook offering with a proprietary horse racing product and an experienced horse betting trading team.

“Horse racing is an essential part of a competitive sportsbook offering if you want to be a strong competitor in markets like the UK and Ireland. By launching horse racing on Betsafe we are levelling up our sportsbook significantly,” Ulrik Bengtsson, chief executive officer and president of Betsson AB, said.

The group will launch the vertical across its other brands in the near future.

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