Betsafe, a subsidiary of Betsson gambling group, is the first ever to launch a gambling app to Apple TV, and that Sweden is the first country to benefit from the launch. Officially launched on May 19, Swedish players can now log in and play the Betsafe Live Roulette game from their Apple TV. Betsson emphasized that the launch came as a part of their strategy to have their subsidiaries at the forefront in providing the best customer experience possible for all players.
Betsson CEO Ulrik Bengtsson stated that the company is again implementing a ground-breaking solution that "will most likely set the standard for the entire gaming industry" in the near future. Since the company is founded and based in Sweden, naturally it will be the first country to see the gambling app launch for local players, and then in the months to come, it will be introduced to a more extensive public as well as in other countries.
Chief Commercial Officer of subsidiary Betsson Malta Jesper Svensson said that they are always finding more opportunities to enhance the customer experience they offer and he believes it is only a natural move to find out where the customers are and to try to meet each and every customer's terms. He also said that the fact that their app has been the first ever to be launched on the Apple TV platform is solid indication of their gaming company's continuous efforts to enhance and improve player experience.
Betsson acquired the fast-growing competitor Betsafe back in 2011.