Key Moments:
- Betsson now holds over 25 local licenses, marking substantial regulatory adaptation
- The company unified its brand portfolio to extend its reach to more than one billion people globally
- Betsson has secured approximately 40 football sponsorships and 15 brand ambassadors across 12 markets
Industry Evolution Spotlighted at SiGMA Central Europe 2025
During SiGMA Central Europe 2025, Betsson Group’s Chief Commercial Officer, Ronni Hartvig, outlined the operator’s continuous evolution in response to intensifying regulation within the iGaming landscape. Speaking on the Regulatory Stage, Hartvig elaborated on how Betsson balances global ambitions with regional relevance, emphasizing the strategic adjustments necessary for long-term success.
Transforming Operations to Meet Regulatory Demands
Hartvig opened by noting the significant impact of regulatory transformation on Betsson over the past decade. He stated that Betsson had once operated with 25 brands and a limited set of licenses, but now maintains over 25 local licenses, each with unique compliance and marketing frameworks. This shift toward stricter regulation has reinforced industry credibility yet simultaneously brought operational complexities.
He highlighted the challenges of growing advertising restrictions, new standards for player protection, and increased customer acquisition costs. Hartvig remarked on the inflation of media prices and changing consumer habits, demanding innovative solutions to maintain relevance and brand strength.
Unified Branding Strategy Unlocks Global Scale
Recognizing the limitations of a scattered presence across diverse markets and sub-brands, Betsson made the pivotal decision to consolidate its operations through an extensive rebranding initiative. Hartvig shared that, three years ago, Betsson’s brands reached a population of about 440 million. Now, after streamlining the business, Betsson connects with over one billion people worldwide, underscoring the powerful benefits of a cohesive global identity.
This strategic consolidation has enabled Betsson to harness cross-border efficiencies, sharpen marketing initiatives, and deliver a consistent customer experience on an international scale.
Sports Partnerships and Local Engagement
Hartvig emphasized that effective sponsorships extend beyond simple brand placement. He highlighted the importance of genuine connections with fans and communities, explaining that Betsson actively engages its partners and maximizes the impact of these collaborations. Over the past few years, Betsson has emerged as a prominent presence in global football, maintaining approximately 40 sponsorships and 15 brand ambassadors across 12 geographically diverse markets, including Italy, Belgium, and regions in Latin America.
He described the company’s notable run of positive outcomes that coincided with football partnerships and underscored the global resonance of participating in high-profile events such as the Champions League. For Betsson, passion and local expertise are central to forging meaningful connections and sustaining brand authenticity worldwide.
Preserving Authenticity Amid Expansion
As Betsson scales its operations, the organization faces the ongoing challenge of aligning genuine local engagement with the pursuit of international growth. Hartvig expressed that passion remains the defining trait driving Betsson forward, summarizing the company’s commitment to combining regulatory compliance, creative marketing, and local partnerships.
The keynote concluded with a reminder that successful brands in the regulated iGaming environment will be those who can merge creativity with compliance and ambition with authentic local involvement.
Overview of Betsson’s Recent Evolution
| Aspect | Detail |
|---|---|
| Number of Local Licenses | Over 25 |
| Global Reach (People) | More than 1 billion |
| Football Sponsorships | Approximately 40 |
| Brand Ambassadors | 15 |
| Markets Covered | 12 |
Event Notice
The details provided here are intended for informational and B2B purposes only. SiGMA Group disclaims responsibility for business decisions, agreements, or actions taken by participants, exhibitors, or third parties during or after the event. All involved parties are advised to comply with applicable laws and licensing standards, such as those set by the Agenzia delle Dogane e dei Monopoli (ADM) in Italy. Attendance is restricted to individuals aged 18 and above.
- Author
Daniel Williams
