Sports and esports betting operator Pinnacle has re-opened its Swedish site after a two-year absence from the market. 

Pinnacle’s Swedish license application was approved in December 2019, but the company refrained from immediately launching. However, with Swedish football restarting this weekend, the operator has decided the time is right to make its entry into the regulated market. 

In addition to a wide range of traditional sports betting options, Pinnacle will be offering an extensive range of esports betting – with Sweden representing one of the biggest esports betting markets in the world. Indeed, prior to leaving the market in 2018, the operator reported consistent double-digit growth in Swedish esports betting.

Discussing the re-launch CEO of Pinnacle, Paris Smith, said:

”This re-launch is a proud moment as Sweden is a key market for us, with many loyal customers having used Pinnacle over many years. The Swedish regulator is one of the most respected in the world and we are proud to meet the incredibly high standards they require to be recognised as a licensed operator. We believe that satisfying the requirements in Sweden means we can do it anywhere.

”We left the market on good terms and are returning as a fully licensed, regulated operator. We fully embrace the Swedish regulations and wanted to do things in the right way. Having done so, we now see this as an opportunity to contribute to a serious gaming environment in Sweden long-term and to be a key part in the development of the market.”

AYO.NEWS says:

Given the issues the re-regulated Swedish market has encountered over the past year-and-a-half, with many operators getting burnt by the regulator due to unclear requirements, and the ongoing COVID-19 crisis, Pinnacle’s decision to hold off launching is looking like a pretty smart move! After watching and learning from the mistakes other operators made, the company should now be able to launch without any troubles. 

Don’t miss our exclusive chat about the COVID-19 crisis and esports betting with Paris Smith, CEO at Pinnacle.

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