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Denmark – Danske Spil sells fantasy sports platform to Danish tabloid newspaper

By - 15 January 2024

Danish operator Danske Spil is selling its 60 per cent share in Swush, a fantasy sports platform, to Danish tabloid newspaper Ekstra Bladet.

Anders Borup Sørensen, Managing editor of Ekstra Bladet, said the acquisition was ‘yet another crucial milestone in Ekstra Bladet’s ambition to be a digital leader in the sports field’.

Swush.com is the company behind sports management games provider Holdet.dk

Mr. Sørensen said: “Holdet.dk have a unique market position, and we are pleased that they will now become part of Ekstra Bladet. Almost nine months ago, we bought Denmark’s largest and strongest football media, bold.dk, and now we are adding holdet.dk. This combination delivers razor sharp on our strategic ambitions, where sport is essential.

Ekstra Bladet’s Commercial Director, Signe Skarequist, is also delighted with the acquisition of holdet.dk, which has close to 200,000 users, making it the market leader.

Signe Skarequist, Commercial Director at Ekstra Bladet, commented: “Holdet.dk, bold.dk and Ekstra Bladet are, in short, a perfect match. We see great potential in jointly further developing team.dk’s strong position and business. The acquisition of holdet.dk is a clear underlining of Ekstra Bladet’s ambition to create strong digital media that deliver appealing and relevant content to a large audience.”

funHoldet.dk will continue as an independent brand and business and will be further developed in close collaboration with the two founders and continued co-owners, Ole Christensen and Jesper Bjørn Carstensen, who are both looking forward to embarking on a new growth journey together with Ekstra Bladet.

CEO Ole Christensen of Swush.com ApS, the company behind holdet.dk, said: “Jesper and I launched holdet.dk in 2009, and we are incredibly proud to have created such a large and popular game universe that thousands of dedicated sofa trainers use daily. In close collaboration with Ekstra Bladet and bold.dk, we look forward to making the sport more fun for even more sports fans.”

Mr. Sørensen added: “Frederik Ingemann is employed as a manager-expert at Ekstra Bladet, and we will certainly see an intensification of coverage of games from holdet.dk, but it is too early to say exactly what it will look like. However, you will meet holdet.dk a lot both on ekstrabladet.dk and bold.dk.”

“We want to develop the existing games, but we also plan to launch new ones. For example, it could be a stock game for our new money universe, EB Penge, which in record time has become the country’s largest financial media measured by page views.”

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