Betsson is a Swedish company active in the casino industry. The company specializes in online casino games s, Poker , Bingo and Betting and has numerous casinos in their portfolio such as Betsson casino, Betsafe, Casinodollar, Nordicbet and Rizkcasino.
Jesper Svensson, the CEO of Betsson, has now announced that the company has ambitions to establish itself in regulated markets. The company sees the United States, Latin America, Canada and New Zealand as geographical areas where it wants to settle.
Entering the New Zealand market
In 2021, The New Zealand gambling market opened and online casinos can make an attempt to establish themselves in the New Zealand market where they have to adhere to The New Zealand rules. This caused new parties to enter the market such as Betcity. On the other hand, the New Zealand players were excluded from online casinos like Unibet which was very popular among the New Zealand player.
Similarly for Betsson, Betsson has stopped allowing New Zealand customers on the website. Only in this way can online casinos apply for a New Zealand casino license. Jesper Svensson explains: We believe very strongly in the New Zealand market. With our good product and excellent brands, we are in a position to attract New Zealand players in the future .
Regionally active in South America
Also, Betsson's attention is shifting to the North American and South American markets as they gain a firmer foothold ashore. The company is mainly active in the Brazilian, Peruvian, Colombian and Argentine markets and has also entered into a partnership to enter the Mexican market. Betsson tries to understand the customers by approaching each region differently. For example, there are plans to open a headquarters in Bogota, Colombia for the Colombian market. In this way, the company hopes to be closer to the customer in order to better adapt the needs to the offer.
According to the CEO, working with local parties is also part of the strategy: we often work with organizations that have been active in the market for a while, because they know the local intricacies of that market as they live and breathe it day in, day out. “Their market knowledge together with our enriched product offering and expertise in online gaming creates the perfect recipe for success.”.
To increase its presence in South America, Betsson has also partnered with the South American Football Association called CONMEBOL, similar to the dollar-based UEFA. For example, the company is trying to gain more brand awareness in South America through football.
Expanding in the US
Betsson said: "North America is obviously another strong market and over the past 12 months we have taken several steps to ensure that we are well equipped for this market.” In the US market, however, the company operates differently than in other countries. While in other countries it is mainly aimed at consumers, in America Betsson will focus on other companies. It focuses on Online casinos that are already active or want to be active to which Betsson will then provide platform and technology.
Canada will also be an interesting market for Betsson. Recently, the company already sorted things out by partnering with slapshot Media. Slapshot media is a company that specializes in creating sports content and marketing for online gaming in Canada. By entering into this partnership, Betsson is trying to build up a small lead if the Canadian market is regulated, because it is not yet.
