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Swedish betting exchange firm Betsson has signed a white-label deal with a start-up operator backed by two major European media firms.
Victory 247 is majority owned by a large European TV company and Norwegian production company Telitas.
It is launching an online sportsbook in Scandinavia at the end of the summer and will expand into continental Europe at a later date.
The firm also plans to launch a poker room and will license a non-download casino from NetEntertainment, which is owned by the same parent company as Betsson.
Betsson will also supply Victory247 with payment and support services.
“Victory247 is, through their owners, uniquely positioned to succeed,” Anders Holmgren, president of Betsson, said.
Pontus Lindwall, president of Cherry, said the deal was evidence of the increasing profile of the egaming sector.
“The deal is good for Cherry, [and] it is interesting to see the media industry’s interest in the gaming industry,” Lindwall said.
