Betsson Group

From Slot Machines to Online Gambling

The roots of Betsson Group go back to 1963, when Swedish entrepreneurs Bill Lindwall and Rolf Lundström launched AB Restaurang Rouletter — a company focused on supplying slot machines to restaurants and bars. It operated successfully in the land-based sector for decades, later evolving into Cherryföretagen AB, one of Sweden’s most recognized gambling businesses.

In 2003, Cherry acquired Betsson, a company that held a UK gaming license at the time. This move marked the group’s early pivot toward online gambling. By 2006, Cherryföretagen rebranded as Betsson AB and focused its strategy on digital expansion, while its land-based assets were eventually divested.

Over the next decade, Betsson AB rapidly expanded its digital portfolio by acquiring brands such as Betsafe, NordicBet, and CasinoEuro. Each acquisition added market share, product depth, and regional strength, supporting a long-term multi-brand strategy that still defines the company’s approach today.

Brand Portfolio

Betsson Group operates a diverse range of brands tailored to different markets and customer segments. Key brands include:

• Betsson – The flagship brand, offering a full suite of betting and gaming products

• Betsafe – A sports-driven brand with strong presence in the Nordics and Baltics

• NordicBet – Targeted at Scandinavian markets, with a focus on local sports leagues

• CasinoEuro – A pan-European casino brand with a simple, mass-market appeal

• betFIRST – Acquired in 2023 to enhance Betsson’s position in Belgium’s regulated market

Where Betsson Operates

As of 2025, Betsson holds licenses in 23 jurisdictions, with operations focused on Europe and Latin America, and growing exposure in North America and Africa. The group is active in:

• Europe – Sweden, Spain, Italy, Greece, Denmark, Latvia, Estonia, Croatia, Belgium, Germany, Ireland, Lithuania, United Kingdom, Georgia

• Latin America – Argentina, Colombia, Peru, Brazil, and Mexico

• North America – Ontario (Canada)

• Africa – Kenya and Nigeria

The company is headquartered in Stockholm, with its main operational hub in Malta. Most of its platform development, customer operations, and compliance teams are based there. Betsson employs over 2,300 people across more than ten countries.

Proprietary Platform and In-House Sportsbook Technology

Betsson runs most of its brands on a custom-built platform, including a proprietary sportsbook engine developed in-house, with major enhancements introduced in 2018. This setup gives the group full control over odds, risk management, user experience, and regulatory compliance.

The in-house model enables greater agility in responding to local market needs and simplifies scaling across newly regulated markets.

Sponsorships and Brand Visibility

Betsson has strategically invested in sports sponsorships to boost brand visibility and trust. Recent deals include:

• Front-of-shirt sponsor for Inter Milan

• Official regional sponsor of CONMEBOL competitions, including Copa América

• Sponsorships with football clubs across Chile, Peru, and Argentina

• Involvement in motorsports and eSports partnerships

Responsible Gambling

Betsson has committed to operating in regulated environments, having exited or deprioritized unlicensed markets. As of Q4 2024, nearly 60% of its revenue comes from locally licensed or taxed jurisdictions — a figure that continues to grow.

The group integrates robust responsible gambling tools across all platforms, including deposit limits, session time-outs, loss limits, and self-exclusion options, aligning with its long-term sustainability goals.