You can think of the company as a split between full portfolio brands – those that offer casino and sportsbook and single product brands – those that only offer one or the other: You will also notice that Betsson have expanded into new territories over the past 5 years, which is another explanation for the jump in sports betting earnings. They also have their own odds traders, which is strange for a company so dominated by gaming brands since many sports betting brands buy odds in from a 3rd party, so this sets them apart and stands them in good stead to expand in this area, which they already seem to be doing judging by the 2022 figures.Īs you can see, the sportsbook revenue has climbed to 32% of their total, so progression in this area is most likely the plan going forward. They have historically been predominantly a casino and gaming outfit, but a select few brands do well in the sports betting arena, where 25% of their revenue was generated in 2019. It also means they can tailor certain brands to specific regions while sharing tech capabilities between all brands where relevant. Their multi brand approach allows Betsson to appeal to a range of customer demographics within the same territory, giving them more market share as a result. However, increasing regulatory restrictions and strong market competition eventually put Betsson off our fair isle, and now they focus on the Nordics and other European countries, as well as South America and Africa to a lesser extent.

About Betssonīetsson AB is a holding company investing in other online gaming companies operating all over Europe and, until 2020, that included the UK. What Betsson got here was four brands with untapped potential that could cement their position in various markets as well as give them exposure to a few others, plus providing the opportunity to create synergies.

These brands included Guts, Rizk, Kaboo, and Thrills, but the deal also included an agreement that Betsson would continue to use GiG’s platform for two years and at a premium price too.

Gaming Innovation Group (GiG) ran several B2C brands under a subsidiary named Zecure Gaming Ltd, and Betsson bought the lot for €33 million.

Betsone