Betsson Group is now one of the leading iGaming groups in Europe and they have their eyes set on expanding out onto the wider global scene over the coming years. Known in iGaming circles as the operational arm of the overriding Betsson AB company, Betsson Group has achieved their current success by sticking to profitable and sustainable growth, something that both Betsson AB’s CEO, Pontus Lindwall, and Betsson Group’s CEO, Jesper Svensson, are determined to carry on. Betsson Group is famous for its organic brand growth and strategic acquisitions, both of which have helped to grow and expand its portfolio to what now amounts to 20 brands and counting.
The history of Betsson Group goes right back to 1963 and it has seen many name changes and a few different business directions as well. Directions none more so important than when they made the leap from brick and mortar casinos to online casino services in the mid-90s, wisely buying shares in the innovative software provider, NetEnt. It wasn’t until 2003 that the Betsson brand finally jumped into play and from there on in the Betsson name has grown at a truly staggering rate.
Not content with the success of the Betsson.com platform, decisions were made to grow the Betsson name into the B2B realm and this is where the Betsson Group’s roots are now firmly planted. The main Betsson AB headquarters are in Stockholm and Betsson Group’s modern headquarters are based on the island of Malta, with multiple offices spread out all across Europe, too. Below is the up-to-date list of the current gambling licenses that they own and the year in which each one was acquired.
The Betsson Group has been carefully growing its portfolio to ensure growth in multiple local levels across Europe, and more recently on the global scene as well. The early days saw the group target the big online gaming markets including Italy, Denmark, the UK, and Ireland. After a successful run of acquisitions and organic growth, their brands are now active in all the popular iGaming markets across Europe. As we mentioned earlier, the group now has its sights set further afield and the recently acquired Colombian and Kenyan licenses prove that point perfectly.
Betsson Group covers the full range of iGaming services and through their proprietary software they are able to deliver their unique casino, sportsbook, poker, and casual gaming platforms. Players signing up to a Betsson-owned casino can expect to come across a full range of games including slots, table games, live casino experiences, and other casual games from multiple gaming providers, as well as proprietary games that are exclusively available to Betsson customers.
Through clever assessment of the current markets and a sharp eye for up-and-coming gaming sites, Betsson Group now owns a collection of some of the top online casinos. These sites are not only big across Europe as a whole, but also popular within regional and local levels, too. The ability to engage customers and offer services on a local level has been one of the main driving forces behind the group’s success over the past few years.
Current Betsson Group Brands:
Betsson Group puts a lot of priority on localization as they focus on trying to understand who their customers are, and what those customers want from each of the casino brands. This means that you will not be seeing a standard template of promotional offers across the Betsson portfolio. You may find larger bonuses being offered for a casino that sits within a popular sports betting site, and vice versa. But on the whole, bonus offers are tailored to fit the preferences of the local customer base.
We did find some patterns though, for example, you will notice the same ‘Game of the Week’ slot games being used at the same time. However, the mechanics behind the promotion will be different from site to site and in line with what each customer base prefers. In terms of the network promotions, Betsson Group is currently involved in and running the ongoing ‘Daily Drops & Wins’ promotion from Pragmatic Play with its €2,000,000 prize pool.
The casinos in operation under the wings of the Betsson Group all guarantee a collection of top online games from software providers including NetEnt, Microgaming, and Pragmatic Play. The customer support is a ‘one size fits all’ type of setup with live chat, email, and a call-back system in place for most sites. Quick response times are stated across the board and this shows that an efficient support team is waiting behind the sites to assist you.
In regard to the payments, then you will see a different lineup of banking options available depending on the jurisdiction that each casino is operating under. Due to various payment methods being popular and available/unavailable in individual countries, Betsson Group will then tailor its banking services for those local customers. Being able to focus on this localization is a direct benefit from the acquisition of multiple licenses, and it then allows the group to provide a highly customer-centric gaming service for which they are now famous for.