Nordic online gambling operator Betsson has boosted its UK market presence via a £26.4m bid for AIM-listed interactive TV gambling operator NetPlay TV.

On Thursday, Betsson announced that it had made an all-cash £26.4m offer to acquire NetPlay, which operates the Jackpot247, Supercasino and Vernons brands. The price represents a 12.5% premium to NetPlay’s current share value, and Betsson hopes to close the deal by April 2017.

While the deal must be approved by NetPlay shareholders and UK regulators, NetPlay’s board of directors plans to unanimously recommend that shareholders accept the deal. Betsson has also received signed statements of support from NetPlay’s top two shareholders – Directforce Trading Ltd and Henderson Global Investors – who, along with NetPlay’s directors, account for nearly 40% of NetPlay’s issued share capital.

Betsson CEO Ulrik Bengtsson said NetPlay’s brands each had “strong offerings” and believes that “applying Betsson’s experience of operating successful casino brands will add to NetPlay’s earnings and growth.”