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Gambling technology supplier Playtech is expanding its presence in the UK and Sweden by forging a new alliance with the global online gaming brand 10bet.

10bet, a leading betting platform with a loyal user base of more than one million bettors, is renowned for its continuous innovation and engaging features. Maintaining top-notch quality, 10bet has selected Playtech as the sole provider of its sportsbook for its UK operations, where it has enjoyed success for more than twenty years. This strategic partnership signifies a key achievement for both 10bet and Playtech, and underscores Playtech’s growing reputation as a chosen partner for elite online sportsbook operators.

As of last November, Sweden’s new law mandates gaming software suppliers to have licenses from July 1. This move presents significant opportunities for major industry players in one of Europe’s most profitable gambling markets.

Playtech will enter the Swedish market, spanning across a suite of full Player Management System/IMS, Playtech Open Platform, and all product verticals after the Swedish regulator granted supplier licenses for all Playtech entities across the region.

The partnership highlights the ongoing demand for sports betting, which is a priority in Playtech’s portfolio and a critical step in the global expansion of both Playtech and 10bet.

Shimon Akad, COO at Playtech, said: “We are delighted to be entering into a partnership with 10bet and increasing our presence across the UK and Sweden. This partnership is a huge moment for our sportsbook offering, and we are very excited to see what both of these key markets, Sweden and the UK, bring to Playtech and 10bet. This is only the beginning of our relationship, and the opportunities are endless.”

Yuval Klein, 10bet Spokesperson, said: “Teaming up with Playtech in the UK is truly remarkable. This partnership delivers top-tier experiences, advanced player protection tools, and sparks UK sports betting. It’s a win-win situation, fostering growth for both 10bet and Playtech, while providing our fans with an exceptional sports betting experience. We’re wholeheartedly dedicated to this collab and eagerly anticipate what the future has in store.”

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