Betsafe has become the first brand within the Betsson Group to add horse racing betting to its service offering.
The launch comes after Betsson last year acquired RaceBets and will now use the brand to complement its sportsbook offering with a proprietary horse racing product and an experienced horse betting trading team.
Betsafe customers can now bet on more than 250,000 different races each year.
Ulrik Bengtsson, chief executive and president of Betsson, said: “Horse racing is an essential part of a competitive sportsbook offering if you want to be a strong competitor in markets like the UK and Ireland.
“By launching horse racing on Betsafe we are levelling up our sportsbook significantly; the fact that we do it ahead of our planned launch date is also credit to our integration capabilities. The next step is to launch horse racing on our other brands; moreover, we have made a number of other improvements of our sportsbook and will soon also make an upgrade of our mobile sportsbook.”