ATG prepares for Swedish regulation with NetEnt and Yggdrasil deals

ATG prepares for Swedish regulation with NetEnt and Yggdrasil deals

Thursday, October 4, 2018 Posted by News Team
Sweden
Supplier to launch casino offering to complement core betting product

Sweden’s current horse racing monopoly operator AB Trav och Galopp (ATG) is preparing for life as a private operator by striking supply deals with NetEnt and Yggdrasil. 

The operator, which was founded in 1974 and is owned by the Swedish Trotting Association and the Swedish Jockey Club, will lose its monopoly status when the country’s new gambling legislation comes into force on January 1st, 2019. 

Ahead of the new market opening, ATG has already agreed the acquisition of Danish iGaming operator Ecosys and agreed a sportsbook technology deal with Kambi Group. 

It has now moved to bolster its casino offering with content from NetEnt and Yggdrasil. 

“Our ambition at ATG is to create a responsible and exciting casino experience with long-lasting relations to our customers,” ATG chief product and business development officer Mikael Bäcke explained.

NetEnt Malta managing director and chief product officer Henrik Fagerlund said he was proud to have partnered the operator. 

“ATG has a very strong brand in Sweden, and with our experience in online casino and regulated markets I am confident that we can support ATG in their ambitions to grow outside of horse racing,” Fagerlund said.

Yggdrasil chief executive Fredrik Elmqvist added: “Our range of innovative casino slots games has proven very popular throughout Europe, so we’re thrilled to be partnering with ATG, one of Sweden’s most respected operators who have a large, loyal and dedicated customer base.

“Our regulated market strategy is accelerating and we’re looking forward to the Swedish market opening next year.”

Each supplier’s games are likely to go live for ATG early in 2019.

Latest
Finance

JPJ Group sees Jackpotjoy decline offset by Vera&John growth in Q3

Money

Stride Gaming subsidiary hit with £7.1m UKGC penalty

France

Stellar showing from sports betting drives French market growth

Casino

Swiss Casinos selects Playtech for online launch

Gaming Products & Services Directory

The essential directory for the gaming industry