FIRST secures Swedish B2B license to advance regulated markets expansion

FIRST – Best in Sports has been granted a Swedish B2B gaming license by the Swedish Gambling Authority (Spelinspektionen), allowing the sportsbook technology provider to supply its platform to licensed operators in the country.

The move follows the company’s recent recognition as “Sportsbook Supplier of the Year” at the SBC Lisbon event and supports its continued expansion across regulated European markets.

Sweden’s gambling market, estimated at more than €2.5 billion ($2.9 billion) annually, ranks among Europe’s largest in per-capita gaming expenditure. According to FIRST, the country’s combination of high regulation and strong player engagement made it a logical next step in its European strategy.

More than 85% of Sweden’s betting activity is conducted through licensed operators, reflecting a mature digital environment for B2B sportsbook suppliers.

The B2B certification followed an extensive process to ensure FIRST’s technology complies with Sweden’s technical, security, and responsible gaming standards. The company said the license is more than a regulatory milestone, describing it as evidence of operational readiness to enter a tightly controlled market.

“The Swedish license is a natural continuation of the system we’ve built — one where legal precision and product innovation move together,” said Tom Light, founder and CEO of FIRST.

“Our teams don’t chase approvals; they prepare for them. Each new license reinforces a structure designed for sustainable, global growth. Sweden fits perfectly with that vision: a digital, mature market ready for a smarter and more intuitive sportsbook experience. When technology truly works, markets don’t need convincing; they follow.”

FIRST’s sportsbook platform features a native Swedish interface, localized odds models, and real-time Nordic data feeds covering the Allsvenskan football league, the SHL ice hockey league, and regional eSports. The company said the system is designed to offer operators a turnkey solution that can support scalability, personalization, and player engagement.

The company plans to apply lessons from its Latin American operations, where its technology supported partners in achieving double-digit growth in retention, bet frequency, and engagement. FIRST said its automation speed, coverage depth, and geolocated data capabilities would help deliver a comparable betting experience for Swedish players and operators.

FIRST – Best in Sports is a global sportsbook technology company providing data-driven platforms and localized betting solutions for regulated markets. Following its expansion across Latin America and industry recognition at SBC Lisbon, the firm continues to pursue licensing opportunities in key jurisdictions as part of its international growth strategy.