How Betsson Left Affiliates Out in the Cold

Betsson turned its back on the partners who built its traffic

According to information obtained by us, on December 4, 2024, Betsson stopped accepting traffic from affiliate links in Poland. Partners had no idea that the system had ceased tracking visits — they continued to run campaigns, invest in marketing efforts, and direct users to the operator’s website, which was no longer registering their activity.

For many affiliates, the only indication that something was wrong was a sudden drop in conversions. Only then did they realize the system had been shut down.

The termination of affiliate cooperation coincided with a broader restructuring operation carried out by Betsson. On March 20, 2024, a company called Alta Platform Gaming Limited was registered — the entity responsible for launching the new Betsmith brand.

This operation by the Swedish brand was described by us yesterday: How Betsson ‘cleansed’ its operations in Poland

The entire process allowed Betsson to clean up its offshore operations in Poland as part of its preparations to acquire the licensed bookmaker Fuksiarz.

The decision to sever affiliate ties came from the top

Affiliates who had spent years acquiring players for Betsson were completely excluded from the process. They were not informed about the planned player base migration, nor were they offered any form of cooperation with the new brand. No one thanked them for their partnership. They were kept entirely in the dark.

According to our sources, lower-level employees responsible for affiliate relations opposed this decision. Concerns were raised about the company’s reputation and future relationships with key partners. The decision-makers, however, proceeded under the assumption that everything would “quiet down” eventually. It was a calculated plan.

Is Betsson really no longer involved with Betsmith?

Although Betsson claims that the Betsmith brand is no longer part of the group and is operated by an independent company, the circumstances of the transaction raise serious questions.

The doubts are further reinforced by the fact that in June 2025 – after the change of ownership had been finalized – users received an email from a Betsson domain informing them of a new login address. The message made no mention of any data transfer to another entity, and players were not given the opportunity to express their objection.

This raises the question: how was Betsson still contacting these users if both companies were supposed to be operating independently? If the brand was formally sold and the entire player database was handed over to a new operator, why was Betsson the one informing users of technical changes? And given all the circumstances, can anyone seriously believe the group has completely relinquished control over the new brand?