Double whammy as SmartBets adds Swedish and horse racing

Customisable odds comparison site SmartBets has expanded its Scandinavian horizons after launching in Sweden. This makes it the fifth language available on the platform.

SmartBets is now available in English, Danish, Italian, German and Swedish. This is the latest in a series of expansions into new territories in recent months; in April SmartBets launched in Danish, in February it launched SmartBets Italia and in December the German version went live.

In another first for the Better Collective brand, it has been announced that horse racing will now feature on the UK version of SmartBets platform. This will be integrated into the Smartfeed and have its own section on the site.

This is all about ease of use for players as SmartBets UK punters will now also be able to bet directly through the platform instead of jumping between bookies to back their horses.

Thomas Høgenhaven, Chief Strategy Officer for Better Collective, commented: “We’re excited to expand the SmartBets brand even further, especially in the Scandinavian market, which is why launching in Sweden was seen as a logical step.

“The UK has always been one of our focus markets, so following football with horse racing was a natural move. SmartBets will continue to add new sports to the platform as it develops, as well making them available in all our language markets.”

SmartBets is part of Better Collective (founded in 2004) which also encompasses Betting Expert which delivers over 125,000 tips per month on its social network.