Betsson Group strengthens sportsbook offering with Sporting Solutions acquisition

Online gambling giant Betsson Group has announced the acquisition of Sporting Solutions' trading, pricing, and sports betting risk-management services verticals from French gaming operator FDJ Group. The acquisition is set to enhance Betsson's B2C and B2B sportsbook offerings, building on a decade-old partnership with Sporting Solutions, the Swedish group said in a statement.

Sporting Solutions, established in 2007, is a sports betting technology provider serving numerous B2B customers, including "several Tier 1 operators." The integration of Sporting Solutions’ advanced pricing feeds has been a cornerstone of Betsson’s sportsbook offerings for both pre-match and live betting, the operator said.

Jesper Svensson, CEO of Betsson Operations, said: "We are excited to welcome the Sporting Solutions team to Betsson Group. This acquisition is a strategic fit, providing us with quality technology that is already integrated into our sportsbook product." 

"It also complements our Sportsbook B2B strategy, strengthening the flexibility and scalability of Betsson’s Sportsbook offering – both key factors in the success of our B2B strategy."

The acquisition, which is subject to regulatory approvals and other agreed conditions, aligns with Betsson's strategy to enhance its sportsbook product, offering greater flexibility in odds modeling and scalability. Sporting Solutions' team of professionals, primarily based in the UK, along with operations in Canada and South Africa, brings significant expertise and innovative technology to Betsson, the company said.

Betsson Group said it plans to invest in Sporting Solutions and drive growth, anticipating that the integration will enhance revenue streams and create valuable business prospects.

FDJ Group confirmed the sale as part of a strategic refocus of its international activities on B2C and B2B2C operations in the lottery, sports betting, and online gaming markets. The transaction does not include the sports betting managed services operated by FDJ Group for lottery operators.

The deal will enable Sporting Solutions to benefit from Betsson's major expansion plans in the B2B segment, while Betsson will gain from Sporting Solutions' tech platforms, customer portfolio, and expertise in pricing and risk management.

The transaction is expected to be finalized "once the conditions precedent are met." It is the second B2B purchase for Betsson so far this year after it bought Dutch games studio Holland Power Gaming and its B2C operation in February for €27.5 million ($29.9 million).