Betsson AB CEO Pontus Lindwall

Betsson acquires FDJ’s Sporting Solutions to advance Sportsbook independence

Betsson AB has confirmed the acquisition of Sporting Solutions to advance the pricing and risk management capabilities of its B2C and B2B sportsbook offerings.

Announcing its second acquisition of 2024, Betsson has agreed terms to acquire the heritage sportsbook solutions provider from French national lottery operator Groupe Française des Jeux (FDJ) for an undisclosed sum.

Deal notes cited: “The integration of Sporting Solutions’ advanced pricing feeds has been a key component in Betsson’s sportsbook offering for both pre-match and live betting.”

Back in February, SBC and Gaming&Co reported that FDJ had begun to seek offers for its B2B business of Sporting Solutions, as the Paris EuroNext gambling group sought to focus on key M&A integrations of ZeTurf and Premier Lotteries Ireland (PLI).

Sporting Solutions was founded in 1992 as the former technology unit of Sporting Group, which operated legacy UK-leading spread betting bookmaker Sporting Index. In the 2000s, Sporting Group changed its business model to offer Sporting Solutions price and risk management services to market.

In 2019, FDJ acquired Sporting Group, executing a series of M&As to build its B2B business ahead of its IPO on the Paris exchange and privatisation from the French state.

New owner, Betsson, has prioritised the proprietary development and standalone ownership of its sportsbook systems. 2023 and 2024 saw Betsson proceed with key investments to accelerate its B2C and B2B sportsbook development.

The Stockholm-listed online gambling group seeks to diversify its commercial make-up and help launch and scale new sportsbook properties within developing markets.

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

“Betsson Group looks forward to integrating Sporting Solutions into its business operations, with plans to invest in the business and drive growth. This integration is expected to enhance revenue streams and create valuable business prospects. This strategic acquisition will further solidify Betsson’s position as a leader in the global sports betting industry.”

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