Engine in the Swedish horse industry since 1974
Betting on equal terms
ATG’s international business has been regulated over the years through its concession. ATG has not been able to establish its own operations beyond Sweden’s borders, but only through collaboration with horse betting operators and organizations that have supported the local horse racing. With the new Gambling Act, ATG can now enter the international market. ATG’s business model for international collaborations is to share the net income from gambling by partners’ customers in Swedish betting pools. The standard model in the horse betting world is otherwise that the partner pays a provision to ATG on the gross turnover.
“The new gambling legislation gives us unprecedented potential. We will be active in several new foreign markets in the future. Our new strategy has two main tracks – to continue collaborating with our existing partners, and to establish ATG in new markets through either acquisitions or license applications”
Lars Nemeth, Head of International Sales at ATG.
Lars Nemeth, Head of International Sales
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