Betsson Group has agreed a deal to acquire its long-term partner Sporting Solutions’ trading, pricing and sports betting risk-management offerings from FDJ Group.

The deal will see the operator acquire Sporting Solutions’ price setting and risk-management activities but does not include the sports betting managed services operated by FDJ for lotteries. Betsson will integrate advanced pricing feeds for both pre-match and live betting into its platform to strengthen both its B2C and B2B sportsbook offerings.

Sporting Solutions places its main focus on the UK but also works in Canada as well as South Africa. It said on LinkedIn that it will continue to provide services to its B2B betting partners.

Betsson and Sporting Solutions have worked together for the last 10 years.

“We are excited to welcome the Sporting Solutions team to Betsson Group,” said Betsson CEO Jesper Svensson said. “This acquisition is a strategic fit, providing us with quality technology that is already integrated into our sportsbook product. It complements our sportsbook B2B strategy, strengthening the flexibility and scalability of Betsson’s sportsbook offering. Both are key factors in the success of our B2B strategy.”

Betsson’s focus on iGaming fueling Betsafe in Ontario

Betsson has been operational in the Ontario commercial regulated market since February 2023, when it launched its global brand Betsafe in the province after receiving Alcohol and Gaming Commission of Ontario (AGCO) approval. Betsafe’s B2C offering including online casino and sports betting runs on the Strive Gaming platform.

Marina Bogard, managing director of Betsafe North America, told Canadian Gaming Business last fall that providing a top-class iGaming experience to players is key to the brand’s success in Ontario.

“In Ontario, casino games are really what’s driving the revenue,” Bogard said in October. “So we’re really focused on making sure we have the right content, fun content, being able to regenerate content, and having a full library of the games that people are interested in. And live casino is definitely an area of interest for our players.

“For Ontario, building our iGaming content portfolio is a priority, which means being able to offer high-quality games from a wider range of studios.”