2 November, 2021

Introducing Betsson Group

Betsson Group is one of the most established and largest organisations in the global gambling industry. We operate hugely popular online casino and sportsbook brands around the world via 19 licences. Our vision is simple – to provide the best customer experience in the industry and we achieve this by using best-in-class technologies, and leveraging an abundance of data and insight to constantly improve our products. At Betsson, it’s all about people and there are some 2,000 talented individuals across Betsson’s 13 offices.

Current operating markets

Betsson Group holds 19 licences from jurisdictions in Europe, Latin America, Africa and North America. Much of our business is in Europe; however, we are now growing rapidly outside of Europe. Due to our geographical spread, and broad and diversified product portfolio with many brands, we have been able to continue to drive growth across the business. This also provides a strong foundation for the Betsson Group to continue to enter newly regulated or regulating markets.


Betsson Group brands

Today we operate more than 20 casino and sportsbook brands and are always looking for potential acquisition targets. The largest brand in the portfolio is the Betsson brand. The most recent brand we acquired was Inkabet, a fast-growing online casino and sportsbook that has allowed us to strengthen our position in Latin America. We also launch new brands when we see opportunities, for example Jalla Casino– a pay and play brand we launched in Sweden in 2020, which is performing strongly.


Markets of interest

Betsson Group is fortunate to be operating in a growth industry and on the digital side, where there are tremendous opportunities to be explored. Historically, Betsson Group has been focused on Europe (and in particular Sweden and the Nordics) but we are now looking for opportunities outside of Europe. In fact, geographical expansion is part of our growth strategy, and we are planning to enter regulated or regulating markets where the conditions are right, and there is plenty of growth to be unlocked. Lately, this has seen us focus a lot on Latin America.

Today, we have a presence in Brazil, Argentina, Peru and Colombia, and recently entered into a partnership to go live in Mexico. In Colombia, we are in the process of establishing a hub in Bogota that will act as the headquarters for our B2C operations in the region.

In addition to Latin America, we are also making a play in the US, where we are taking a different approach to many operators. While we will be launching as a B2C operator in Colorado, our focus will mostly be on the B2B side, with other operators able to leverage our market-leading platforms and technologies to power their own brands. We have also made a strategic investment in a PAM (player account management) platform provider, Strive Gaming, to bolster our B2B offering.

We will make our US market debut in the first half of next year, launching our Betsafe brand to players in Colorado. This will allow us to showcase our platform to potential B2B partners.


Betsson Group’s most popular products

At present, casino is bigger than sports for Betsson but with the latter providing the bigger growth opportunity. We have built our sportsbook product in-house from the ground up and, in the markets where we are live, it is performing incredibly well. Sports is ultimately where we see the most percentage growth moving forwards; and that played a big part in our decision to become a B2B provider in the US market and elsewhere.


Future products

We have just launched a new native casino app and it is truly amazing. The focus was on designing the most seamless and intuitive user experience, and that we have certainly achieved – we’ve even taken home a few industry awards for it. Following on from this, we will be rolling out some changes to our mobile sportsbook and then plan to build a full native sportsbook app. Just like our native casino app, this will offer an unrivalled user experience and will help unlock even more growth in our sportsbook products.