FIRST enters Sweden with newly awarded B2B licence
Sweden represents a natural next step for FIRST. Valued at over €2.5 billion annually and ranking among Europe’s leaders in per-capita gaming spend, the country combines high regulation with high reward. With more than 85% of betting activity channelled through licensed operators, it stands as one of the world’s most advanced digital markets – a perfect stage for FIRST to do what it does best: redefine how players experience sports betting.
Beyond compliance – a licence built on conviction and capability
The B2B certification reflects coordinated work from FIRST’s legal organisation, ensuring every component of its technology meets the stringent technical, security and responsible gaming standards of the Swedish framework.
But for FIRST, the licence is not just a regulatory, seal it’s a validation of readiness. The company enters Sweden with absolute conviction, backed by a product already proven to elevate entire markets.
A new standard of comfort and performance
FIRST’s sportsbook is designed to feel instinctively right for the modern bettor – fast, intuitive and fully localised.
With a native Swedish interface, localised odds models, and real-time Nordic data feeds covering Allsvenskan, SHL and regional esports, the platform offers a betting experience that feels both familiar and new.
It’s the place where players naturally settle, enjoying a smoother, smarter way to engage with sports.
For operators, it delivers a turnkey solution built for scale, personalisation and lasting player value – a genuine B2B-for-B2B ecosystem.