Smartbets launch in Sweden

Odds comparison tool SmartBets by Better Collective’s social network-focused Betting Expert product has expanded into Sweden, the first product of its kind in the market.

In addition, the operator has integrated horse racing to complement its football offer in the UK market enabling punters to bet directly through SmartBets without clicking back and forth between bookmaker sites.

“The UK has always been one of our focus markets, so following football with horse racing was a natural move,” Thomas Høgenhaven, chief strategy officer for Better Collective, said.

“SmartBets will continue to add new sports to the platform as it develops, as well making them available in all our language markets.”