The SKr 30 billion merger deal between British bookmakers Ladbrokes and Gala Coral on Friday was second major betting deal to take place last week. However, Swedish betting group Betsson does not appear perturbed by the enlarged competition.
“The two companies are very big in England, but they’re rather insignificant on our major markets,” says Pontus Lindwall, MD of Betsson.
Betsson was granted a gaming licence in the UK this spring and will continue to focus on its existing brands, Mr Smith and Betsafe, on the online market.
Swedish gaming software supplier Net Ent signed a separate agreement with Gala Coral on Friday, and sees the British merger as a positive move.
“It increases our influence among the larger companies that operate on a more global scale…,” says Per Eriksson, MD of Net Ent, who believes this will help the company on the US and the UK markets.